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Humana Uses Social Media To Promote Freewheelin Initiative

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Humana, one of America’s largest and most reputed health-care companies, is using social media to promote its new initiative: Freewheelin’, a bicycle sharing program with a community of health-friendly participants at its core. The social media campaign started with identifying biker groups in each city using Meetup.com and arranging group rides for word-of-mouth initiatives. Participants were given information sheets about Freewheelin and encouraged to upload their videos and photos. A Facebook page, a blog, blogger outreach program and Twitter stream were then adopted. The results – 41,000 miles ridden and 1.2 million calories burned in total Case Study