BCBS partnered with Eventige to develop a multi-part event series focused on sponsoring outdoor and health-focused lifestyle event programs. 5K walks, bike-share programs, and sporting events were chosen as the circuit for sponsorship and medical marketing brand activation for BCBS.
Social systems were developed and integrated into the on-premise popup events and displays, allowing lead capture and survey data to be gathered and relayed back to the corporate BCBS marketing team. Eventige and BCBS molded future programs based on user response and engagement data, creating continually-optimized programs for the summer activation circuit.
Landing pages, e-mail marketing, and CRM system integration were also developed and activated to take the event program and connect with the digital footprint.