When you’re Tennessee’s largest and most respected health benefit plan company your events not only have to go off without a hitch, but they have to impress everyone in attendance. And since LEO Events is the consumer execution agency of record for BlueCross BlueShield of Tennessee, we pretty much have to make that happen. Not just for one event, but all of them. Good thing we love a challenge.

BCBST is a prominent sponsor of numerous events throughout Tennessee including the FedEx St. Jude Classic, TSSAA, NBA’s Memphis Grizzlies, NFL’s Tennessee Titans, and Riverbend Run.  In 2013, BCBST asked, “Hey LEO, how about you help us leverage all our sponsorships in a dynamic way that engages with consumers on a whole new level?” And we said, “Bring it.” Well, actually we said, “Sure!” because we don’t want to come across as too cocky. But inside we were all shouting, “Bring it!”

We started by creating programs that boosted brand recognition through online activities and on-site customer engagements. We also reached corporate decision-makers through hospitality, and promoted brand values of volunteerism and healthy/active lifestyles. In 2014 alone, LEO activated over 20 different event sponsorships for BCBST. In other words, we brought it.


Heating up engagement by keeping it cool.

Summertime in Memphis means the PGA FedEx St. Jude Classic is a hot event. So LEO created, designed, and executed The Cool Zone, a tented, patio environment. Tournament attendees were welcomed to an air-conditioned retreat, with a variety of engagement opportunities that included comfortable seating as well as flat screens featuring live tournament feeds. Plus, Brand Ambassadors engaged those who visited the Cool Zone with green screen photos and free lip balm and sunscreen.

We also created the WALK Y’ALL experience (a nod to FESJC’s famous “HUSH Y’ALL” signs). Participants were encouraged to walk 10,000 steps after receiving a complimentary pedometer. The first 250 attendees to complete the task each day received a BCBST t-shirt as a reward. And last, but not least, an interactive putting experience, “Putt for the Win”, awarded hole-in-one winners a sleeve of branded golf balls.

Services Provided: Logistics, Sponsorship Activation, Branding, Creative.



What does a 30-year old Riverbend Run need? A breath of fresh air. As a long time sponsor of the BlueCross BlueShield Riverbend Run, held in Chattanooga, TN during the week of the Riverbend Festival, BCBST wanted to revitalize things a bit and kick up the energy surrounding the race.

To create more buzz around the event, LEO secured a local TV anchor to provide live coverage throughout the race. Brand Ambassadors passed out fun giveaways for the racers and race attendees and there was a live post-race concert.

BCBST partnered with TC Thompson Children’s Hospital, to add a charitable element and promote a spirit of giving back. Over $10,000 was raised for the hospital.

The event also featured an array of on-site branding including a Green Screen photo booth, two custom-designed tunnels for runners to run through, custom-designed logos, event signage, medals, race t-shirts, and volunteer t-shirts. In the end, we gave a tried-and-true event a fresh new attitude.

Services Provided: Logistics, Sponsorship Activation, Branding, Creative.


Hooping it up with the Grizzlies.

We can’t all be pro ballers. We can however, all be fit. So BCBST and the Memphis Grizzlies teamed up for several community outreach projects designed to put the importance of fitness in center court, including the Memphis Fitness Trails Grand Opening, where trainers were on-site doing fitness demos; the Court Refurbishment Program, where BCBST and the Grizzlies teamed up to refurbish four outdoor basketball courts at the Lester Community Center in Memphis; and the Lester Community Center Pop-Up Party, where BCBST and the Grizzlies hosted a party featuring basketball demos, basketball giveaways, and an array of other activities.

Even the FedEx Forum Plaza in Memphis was utilized to host a Grizzlies Game Night Plaza Event to build more BCBST engagement with the community. We created a fun, interactive pregame experience with Brand Ambassadors interacting with fans and giving out t-shirts and mini basketballs.

Services Provided: Logistics, Sponsorship Activation, Branding, Creative.