BCBS – THE Fearless Family Zone
Healthcare Experiential Brand Activation
A healthcare sponsored area in a hockey arena where families and fans can connect with their favorite hockey team in meaningful ways.
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ENABLING HOCKEY FANS TO EXPRESS THEMSELVES
THE FEARLESS FAMILY ZONE. BRINGING FAMILIES TOGETHER WITH HOCKEY.
Healthcare companies are often looking for ways to tangibly connect with audiences outside of being sick. Blue Cross Blue Shield activated a sponsorship with the Buffalo Sabres where they could engage hockey fans of Western New York with interactive display.
PHOTO SHOOT with local youth hockey players.
The engagement tied in with the brand’s national “Live Fearless” campaign. We created powerful hockey portraits of youth hockey players in NY getting their gameface on. Families want their security of quality health coverage while also having the ability to be themselves. This experiential activation at a high traffic entrance to the Key Bank Center allows hockey fans to be themselves. Including a healthy fit combine, photo booths with hockey props and a video testimony booth where Sabres fans can share their favorite hockey moments for all to witness. The experience faithfully brought the BCBS brand to life.
PHOTOGRAPHY BY LUKE COPPING.
THE FEARLESS FAN CAPSULE
Where fans create video recordings of themselves sharing their favorite Sabres motions
They received a video email that they could easily share with friends and family on social media.
Additional concepts
Photo booth with props to bring “Decades” themes to life. Momento photos were printed on Decades themed vintage hockey cards
hockey shot: a competitive hockey skills testing fan accuracy
Hall of Fame: An museum experience with Sabres memorabilia throughout the decades
