Humana’s National Parks VR Experience Targets Seniors - Event Marketer

Humana’s National Parks VR Experience Targets Seniors

DB_Ex 2017_Tech and Social Media_Silver_Humana
Brand: HUMANA
Agency: GMR MARKETING
Awards: EX AWARDS — BEST USE OF TECHNOLOGY AND SOCIAL MEDIA
Year: 2017

Humana’s Bring the Parks to You (BP2U) tour in partnership with the National Park Foundation was one of the first to target the senior audience with a VR component. Designed as a pop-up log cabin, the tour also leveraged a nature engagement quiz, a photo/GIF wall and a Find Your Park mobile app to inspire, educate and motivate older consumers to spend more time in the country’s National Parks as a way to improve their physical and mental health.

Social media features on Facebook, YouTube, Twitter and Instagram combined parks-based content with Humana’s Start with Healthy brand positioning. The integrated effort garnered 200 million impressions across digital, media and experiential platforms and was Humana’s most engaging campaign to date.

Despite concerns about their potential intimidation factor, the VR experience created a sense of nostalgia among seniors who recalled visits to parks with friends and family and inspired them to visit local parks once again as a way to stay active. The program also challenged Humana’s 50,000 associates to volunteer in parks and share their experiences on social media.

The BP2U tour traveled to more than 50 events engaging seniors in 24 markets and resulted in 5,901 VR park visits, 1,109 photos taken and 287 quiz completions. Ahhhh… the great outdoors.

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