University of Iowa Stead Family Children’s Hospital
The University of Iowa was building one the country’s most advanced new children’s hospitals and wanted families to know it. It was the biggest news for Iowa’s kids in years, and Lewis Communications decided it deserved a campaign to match. So Lewis Communications created their own TV news channel, Aktion News, an integrated television and web video campaign complete with its own kid anchors, graphics, music, website and social media feed. The microsite, www.AktionNews.com, was designed to precisely emulate a TV news website, complete with anchor profiles and banner ads from their “sponsor,” the children’s hospital. Entertaining text articles provided vital information about the hospital’s new features while keeping consumers engaged.