Blue Cross Blue Shield wants you to floss.

Despite evidence that not flossing can cause heart disease, 80% of people don't floss.  Based on the belief that an ounce of prevention is worth a pound of cure, BCBSA has just launched a wellness campaign.  Other topics to be covered include sleep, balance and sitting.

Interestingly the communications strategy targets thought-leaders and influencers -- teachers, CrossFit and other fitness enthusiasts. 

Here's the video. 

https://www.youtube.com/watch?v=28rWjlIaAaQ

So what do you think?  Will it resonate with the target?  Was it a smart move to target mavens instead of end users?  Why or why not?  Will it persuade you to start flossing?

Faw, L. (2016, November 9)  Floss To Be Fit: Blue Cross Blue Shield's First Foray Into Video.  mediapost.com.  Retrieved November 11, 1016, from http://www.mediapost.com/publications/article/288730/floss-to-be-fit-blue-cross-blue-shields-first-fo.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=97984 

Speaking of bacon...

Hormel is adding a new twist to their marketing of black label bacon - a bacon-scented Google cardboard VR headset. 

While consumers can get a feel for the brand by watching this video, the limited edition headsets will turn viewing into a "multisensory bacon experience."  And viewers will be able to buy the bacon in the "first-ever mobile virtual reality shopping experience."

Check out the video here...  

https://www.youtube.com/watch?v=QXkzFGshtVQ&index=1&list=PL83nq_dxNGhSuQ8AFk_pSXV0S3zAmBRto

And you can learn more about the brand here...

http://blacklabelbacon.com/

Here's the link to the blog I wrote about Oscar Meyer's "bacon for father's day" effort in 2013, with a few comments from students...

http://pjlehrer.blogspot.com/2013/06/will-you-buy-your-dad-bacon-for-fathers.html

So what do you think?  These are certainly out-of-the-box ideas.  Would you be interested in getting a headset?  Do you think they will sell more bacon?  And what do you think of the tonality of the Hormel video?  I am struck by how upscale the product appears, almost as if it's a status symbol. 

Wohl, J., Neff, J., Schultz, E. (2016 November 2)  Lowdown: Has a Certain Enticing Aroma Been Missing From Your VR Experience?  Have No Fear, Bacon Is Here.  adage.com.  Retrieved November 11, 2016, from  http://adage.com/article/cmo-strategy/lowdown-bacon-scented-virtual-reality/306588/