Pitch:
In order to raise awareness about the importance of plasma donation among young Americans, we hooked up BCA in a partnership with the League of Legends Challenger Series: the biggest esports competition, as well as the third most popular sports competition outright, among 16-35 year olds in the US. Our solution was the “First Blood Saves Lives” campaign. This combined the use of in-game banners, shoutcasters, and social media to draw gamers to the League of Legends channels to drive home the message about the urgency of plasma donation to a large audience of young people. Gamers who donated blood or plasma were rewarded with a unique in-game skin.
Results:
23,288,863 impressions for the plasma donation theme during the LCS competitions.
Over 30,000 young people visited the plasma donation landing page.
Interested in the low-down on this Dutch campaign broke new ground in the US? Or just gasping for a warm beverage? Come visit!
“A Dutch campaign to recruit blood donors rolls out across the USA.”
- De Telegraaf Newspaper
Client
Blood Centers of America (BCA)
Case
First Blood Saves Lives
Partner
LCS
Game
League of Legends
