CLIENT: Blood Centers of America (BCA)
CASE: First Blood Saves Lives
GAME: League of Legends
'A Dutch campaign to recruit new blood donors is being rolled out in the US’
Raise awareness for the urgence of plasma donation among American youth
We have set up a partnership between BCA and the League of Legends Challenger Series (LCS), the biggest esports competition in the United States. Additionally, this is the third most popular sports competition among 18 to 34-year-olds. We developed the overall theme for this campaign: ‘First Blood Saves Lives’. By utilizing the American League of Legends channels, we were able to get the urgent message across, of donating plasma to a huge audience. This campaign made use of in-game banners, shout casters and the power of the LCS social media community to get the word out. Gamers who donated blood or plasma in real life, were rewarded with an in-game skin.
Millions of impressions regarding donating plasma during LCS matches.
Over 30.000 youngsters visited the landing page that held information about blood donation.
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