Healthy Georgia Combine

The Challenge: Emory Healthcare wanted to create deep, sustained engagement within their Atlanta Falcons partnership. The goal was to combat "activation fatigue" and find a way to maintain brand relevance with fans throughout the entire season, rather than just on a single game day.

The Strategy: I conceptualized and led a first-of-its-kind, three-part activation series that broke the traditional one-off event model. By creating a serialized journey for fans, we were able to tell a deeper brand story centered on the "Healthy Georgia" mission, utilizing the Falcons' platform to deliver consistent wellness touchpoints across different phases of the season.

The Impact: Successfully launched Emory’s first-ever serialized partnership activation, through multiple high-touch opportunities for fan interaction, significantly increasing the total brand impressions and "dwell time" compared to previous single-day efforts. Solidified Emory’s position as the primary health partner of the Atlanta Falcons through a complex, multi-phased execution that required seamless cross-functional leadership.