The setup? That sanofi aventis, manufacturer and marketer of blood clot treatment medication, needed a way to heighten consumer awareness of Deep Vein Thrombosis (and, secondarily, of available treatment regimens), reminding them of the dangers of inactivity and encouraging them to maintain blood mobility.
The pitch? We developed a platform based on a partnership with professional baseball, and with notable baseball players whose lives had been touched by D.V.T.
- We sponsored the 7th inning stretch at selected Major and Minor League Baseball stadiums
- In-stadium awareness was augmented through Jumbotron, signage and P.A. announcements
- We developed a logomark for the program
Launch event & media:
- The campaign launch was held at ESPN Zone in New York, with our national spokesperson, Tony Gwynn (Baseball Hall of Famer and DVT survivor) and his physician
- Both appeared in a satellite media tour
- A Tony Gwynn DVT awareness video was released
- We secured title sponsorship of Fireworks Night at Shea Stadium for the Mets and handled all promo meida
- DVT pins were given to all 50K fans
- DVT Awareness kiosks set up through concourse distributing information and autograph photographs
- Our awareness video played on Jumbotrons at 8 stadiums, for every game from July 1st to the end of the season, and at MLB All-Star FanFest
Mobile tour with baseball celebrities:
- We created an on-site event tour that traveled from team to team, creating a draw for fans by allowing meet-and-greets and photo/autograph opps with the players who were part of our program
- Branded vehicles toured Major League and Minor League Baseball stadiums as well as the MLB All-Star FanFest at the MLB All-Star Game
- Kiosks in stadium concourses and at MLB All-Star FanFest let consumers register to receive additional information regarding D.V.T.
- Baseball legends who’d been touched by D.V.T. appeared at the kiosks to hand out autographed photos
- Players involved including Terry Francona, Tony Gwynn, David Cone, Lee Smith, Rollie Fingers, Phil Niekro and others
- Event staff handed out D.V.T. pins and brochures as well as help consumers register for additional information
- The ballplayers also conducted media interviews at the stadium and at local TV and radio stations
Results? Year One was a solid home run:
- 91 million media impressions (versus a goal of 50MM)
- 63,900,000 in-stadium and event impressions
- 200,000 website unique visitors
- 6,000 registered in database
It succeeded so well, the client had us execute the program for a total of three years!