Since 2018, Elevate client Blue Cross Blue Shield of Massachusetts has been helping Boston area residents stay healthy and mobile through its title sponsorship of Bluebikes, Metro Boston’s public bike share system. And BCBSMA’s newest campaign takes getting healthy to a new level during a pandemic: free Bluebikes rides for Boston-area residents to access their COVID-19 vaccinations.
Starting on Patriots Day 2021—when vaccine eligibility expanded across Massachusetts—riders can unlock two complimentary Adventure Passes with BCBSMA-sponsored codes (BLUEVAX1 and BLUEVAX2), providing residents who require two vaccine doses with free rides to and from both appointments. The trips are available throughout Boston, Arlington, Brookline, Cambridge, Chelsea, Everett, Newton, Revere, Somerville and Watertown—and there will also be bike valets at Bluebikes stations nearest the mass vaccination sites at the Hynes Convention Center and the Reggie Lewis Center
The free Bluebikes offer is part of BCBSMA’s broader commitment to removing barriers and bridging transportation gaps to COVID-19 vaccines, especially in underserved areas.
Elevate secured news coverage on the campaign and BCBSMA’s commitment to enhancing the communities it serves, including in The Boston Globe, on WBZ New Radio, WFXT, NECN, WBUR, WBZ 4 CBS Boston, El Planeta, WCVB, 7News Boston and in many hyperlocal publications—just to name a few. Some pieces also integrated interviews bookings with BCBSMA Chief Consumer Experience and Marketing Officer Kathy Klinger, further growing awareness of BCBSMA’s Bluebikes sponsorship.
Take a free Bluebike to your COVID-19 vaccine appointment https://t.co/EMx3qlSAtB
— The Boston Globe (@BostonGlobe) April 18, 2021
In addition to traditional public relations, Elevate also implemented a correlating digital influencer engagement campaign, targeting Boston influencers on Instagram and Twitter to help spread the word to their local audiences and engage the influencers to experience BCBSMA’s COVID-19 transportation programming. The campaign also included a giveaway of free Bluebikes passes to encourage participation and ridership. These influencers included @baddiedae, @bostontweet and @thebostoncal, and resulted in a slew of excited fan engagement about the prospect of biking to vaccines this spring.
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Elevate also put together a social media campaign and content calendar for BCBSMA on its owned channels with copy and optimal days/times to post, utilizing key inflection points throughout the spring—including the campaign launch, World Immunization Week and National Nurses Week.
Starting Monday 4/19, we’re offering free @rideBluebikes rides to help Metro Boston residents get to vaccination sites this spring. Get the Bluebikes app, select Adventure Pass, and use codes BLUEVAX1 or BLUEVAX2. Learn more: https://t.co/PvmeR8H9kv#BLUEVAX #COVID19MA pic.twitter.com/eMMfmP0Zsw
— Blue Cross MA (@BCBSMA) April 17, 2021
Be sure to grab a Bluebike on your way to get vaccinated!