Pitch:

In a ground-breaking collab, The Invaders help Sanquin join forces with the European League of Legends competition (LEC) to use the extremely popular game as a springboard to promote blood donations. We made an interesting link between the important in-game occurence ‘first blood’, and the theme campaign #myfirstblood. The campaign encourages gamers to register as blood donors. For the first time ever, millions of gamers see a campaign message from an LEC partner, in which they are incentivized to become a blood donor in the real world. Gamers who take a blood test at Sanquin receive a League of Legends in-game skin as a reward.

Results:

• Over 7,400 young men registered as blood donors
• #myfirstblood generates significant international media attention and increases public awareness on the importance of blood donation in the Netherlands and beyond.

The campaign won several awards: Gold Spin Award, Gold GPCM Award, SAN Accent, Silver SponsorRing, Silver GPCM Award, and 2 Bronze Esprix Awards.

Want to know more? Come and sit in one of our comfortable gaming chairs and give us your arm. It won’t hurt, we promise.

“Recruiting blood donors through a computer game may sound unconventional, but it proves effective.”

– NOS Journal