Blue Cross Blue Shield of Tennessee

Blue Cross Blue Shield of Tennessee worked with minor league baseball teams, with an interest in reaching senior citizens through America’s pastime.  With their SilverStars program, Blue Cross Blue Shield of Tennessee used their partnership with these six teams to host seniors at the ballpark on specific nights, providing seniors with tickets, food and drinks, and other goodies.

Hospitality

Blue Cross Blue Shield of Tennessee hosted a SilverStars night with each team.  Blue Cross Blue Shield of Tennessee promoted the night through their contacts with local senior focused centers.  Seniors attended the game visited a branded display where Blue Cross Blue Shield of Tennessee representatives interacted with those attendees and provided vouchers for tickets, food, drinks, and other goodies.

Activation

Blue Cross Blue Shield of Tennessee had on-site presence during the game, distributing information and answering questions about Blue Cross Blue Shield of Tennessee.

Promotion

During the weeks leading up to SilverStars night, each venue promoted the event through video scoreboard, public address, and website announcements.

In-Game Presence

In each ballpark during SilverStars night, Blue Cross Blue Shield of Tennessee representatives had a chance to interact with their guests during the game.  Blue Cross Blue Shield of Tennessee employees roamed the stands passing out vouchers and talking with seniors about their insurance needs and answering questions.

The company mascot was visible throughout the event, signing autographs and taking pictures with fans.  One senior was recognized on the field and threw out the ceremonial first pitch.  Prior to the game, on-field recognition of Blue Cross Blue Shield of Tennessee employees were provided.  Public address, scoreboard, and radio recognitions were made throughout the game, recognizing Blue Cross Blue Shield as the game’s sponsor.