So let me just preface this campaign with the fact that I lived in a 1987 Airstream on the front lawn of Florida Hospital for two months. This was a great campaign that mixed both experiential and social marketing. The challenge was to market the new South tower of Florida Hospital to the town of Celebration, Florida. The concept was to have a super fan of hospitals show up in an Airstream and camp out to be the first patient in the new tower. We created a backstory of why this super fan was there and ran a series of videos on the storyline, dispersed via different social media outlets, to engage consumers.
One 1978 airstream trailer ‘The Silver Queen’
15k YouTube views
700+ Facebook friends
180 hospital meals
National and local media coverage
3 Golden Flame Awards