Blue Cross Blue Shield/Charlotte Hornets Promotion

BCBSNC took on the sponsorship of a large area of the concourse at Spectrum Center, home of the Charlotte Hornets. The sponsorship included a long feature wall near the concession stands. BCBSNC wished to brand the space with their “Tools to Make Health Care Easy” messaging combined with a basketball tie-in.

Instead of a flat mural of ordinary advertising, I wanted to encourage Hornets fans to interact with the artwork by taking photos of themselves in basketball action poses. The backdrop imagery simulates a basketball court environment, complete with actual basketballs affixed to the walls, allowing participants to “Get in the Game” with a fun, three-dimensional experience.

Fans get a chance to win a Hornets-related prize by sharing their photos on social media with a hashtag, spreading awareness of the creative promotion and the BCBSNC brand.