As a main sponsor of the Mellen Events concert series, Healthway was seeking an activation that would best engage the crowd while delivering their key message of 'make smoking history'.

Along with screen graphics and Healthway ambassadors explaining the activation, attendees were invited to feature their photos on the big screens by simply using the hashtag #MakeSmokingHistory. To ensure we captured sufficient content, we also added event specific terms along with a geo-fence surrounding the venue.

Featuring user generated photos on the big screens provided an extremely effective way to engage with the brand, while further exposure was achieved by repurposing the content on the Make Smoking History website.