Empire BCBS HP had the opportunity to have billboard in Times Square at a highly discounted rate during Q3 of 2016 for a very limited time period. However, while this location is central to New York City as a major tourist location, it didn't really have the impact for brand's actual target market --- locals.
To support this 4-Week OOH Billboard located in Times Square, I developed an employee social media competition to boost both awareness and create digital reach of the "Care for Every Generation" message
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The Outfront billboard was located at 48th & Broadway.
I worked with several internal departments and senior leadership to develop prizes including PTO, gift cards, and NYC Football Club Tickets. In addition, I led the internal messaging strategy to send weekly emails detailing:
+ Contest Rules
+ Weekly Winners & Prizes
+ Shared Social Media Post
