Project Main Details
2012-11-06 13:36:42 GMT 2012-11-08 13:00:00 (GMT -05:00) Eastern Time (US & Canada) Yes (click here to learn more about ) Closed 0 0 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 50 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 0 audition(s) and/or proposal(s) so far.
• Audio files must be delivered via FTP/Dropbox/Google Drive/cloud
In 2011, Walgreens launched Walk with Walgreens: an online health platform inviting consumers to log how far they walked and get coupons and rewards. The program launch was strong, but registration and engagement soon slowed. Even more alarming: consumers saw the program as nothing more than a couponing site.
Our tasks were to increase awareness while communicating to consumers what Walk with Walgreens was really about: encouraging a healthy lifestyle. And to show people about health and wellness, we knew we needed to put on a show about health and wellness.
The big idea.
Create a 360 program strategically tied across all Walgreens paid, owned and earned media to showcase the importance of living a healthy life and encourage registration in Walk with Walgreens.
The plan: Celebrity Apprentice [perhaps use intro music/visuals from the program] (duh duh duh $$$)
But this wasn’t just any integration. Celebrity Apprentice was the mechanism, to take things from 2D to 3D.
As part of a special three-hour episode, we challenged celebrities to create a presentation demonstrating the benefits of walking and to redesign the Walk with Walgreens kit. Then we created two custom spots, airing right after the episode, featuring challenge winner Arsenio Hall, Walk with Walgreens spokesperson Alison Sweeney…and even Magic Johsnon, announcing a special charity partnership forged through our relationship with Arsenio and the show.
In real time…
We aired our episode in Times Square and fostered viewer engagement through the Celebrity Apprentice app with trivia, health tips, even a chance to win tickets to the Celebrity Apprentice finale.
But we didn’t stop there…
We ran our custom creative and video content on every environment the show aired, including Hulu, NBC.com and VOD.
We filmed shorts with Arsenio Hall, Magic Johnson, Alison Sweeney and Donald Trump, that we sent via email blasts, populated on Walgreens Facebook, Twitter and the Walk with Walgreens website, digital and VOD viewing environments.
We had Alison Sweeney blogging, emailing and creating videos for the Walk with Walgreens site.
We even brought the celebrities in-store and gave them to our customers.
We delivered custom creative featuring Donald Trump to all 8,000 Walgreens stores nationwide, placed both at the front of the store and as an end-stand by the kits.
To further solidify the Walgreens perception as a wellness provider, we developed and sold a charity bracelet with the proceeds going to the Magic Johnson Foundation.
The bottom line…
Since telling people about Walk with Walgreens wasn't enough, we created a robust 360 platform utilizing all our resources to bring Walk with Walgreens to life and show why Walgreens is a vital resource to health and everyday wellness.
Walk with Walgreens – coming to a screen and store near you….
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