The objective of the campaign is for people to establish a healthy routine (e.g. take the stairs, walk outside for 10 minutes a day, unplug from social media etc.) or to come up with new ways to refresh their health routine.
ABOUT THE PARTNERSHIP
We established a partnership with Charlie Blackmon, center fielder for the Colorado Rockies. Not only are we sponsors of the Rockies, but we learned Blackmon has been an orthopedic specialty patient for years at our facilities. For our partnership, we focused on tapping into Charlie's unique personality and character to show people how they could "Rock Your Routine". In 2017, Blackmon was voted an All-Star and received a Silver Slugger award.
CHARLIE'S SECRET FISHING SPOT
Not only is Charlie Blackmon a fantastic baseball player, but he is also a fly fisherman. Fishermen are nototrious for having their special, secret fishing spots. Our strategy was to showcase both of these "routines" with a twist only Colorado Rockies fans would notice (he is fishing at Coors Field, where the Rockies play). We created this short video all in-house and shared through social and broadcast. We felt delivering this message with a humorous twist, using Charlie's personality, broke through the noise of traditional health care messaging of being more active, eating better, etc.
YouTube videos were 103K, Facebook views were over 100k (two posts), Instagram views were over 55k (mostly on Charlie's account).
