Register by Jan 13 to save on passes and connect with marketers from Uber, Bose and more
At the Big Ten basketball championship final at New York’s Madison Square Garden earlier this month, four rows of seats and dedicated space at Delta’s Sky360° VIP lounge were reserved for event sponsor SoFi. Most people using these facilities were not SoFi employees, but its customers, who occupied the front two rows and enjoyed complimentary cocktails and food at the lounge.
It’s all part of a VIP approach to keeping customers and adding new ones — a strategy the company said is worth the investment.
“Even for someone who has a great job and makes a nice living, it’s hard to imagine [customers] spending discretionary income on that — we want to treat our members,” said Libby Leffler, vice president of membership at SoFi. “The best way to build trust is through these community events; we’re seeing those members are referring people from their networks like their workplace or where they went to school.”
More in Marketing
‘The year where the dust settles’: Digiday editors share 2026 predictions
Between generative AI pilot projects and emerging agency hold co models, 2026 will be the year that signals turn into strategy.
Virality is no longer just a vibe at MrBeast’s Beast Industries
MrBeast is hiring a head of viral marketing. Marketers would be wise to pay attention.
‘This is what the future will look like’: Accenture Song has moved upstream of advertising
Accenture Song has outgrown the agency business without becoming an agency.