Before Olympic fever hit the country, High Road and LG Canada were on the slopes in Vancouver promoting six of Canada’s top snowboard athletes.

LG, an official sponsor of the Snowboard FIS World Cup, and a supporter of the Canadian Snowboard Federation for the 2009-2010 season, wanted to leverage pre-Olympic competitions to engage and provide media with opportunities, assets, information and access to Olympic hopefuls.

To do so, High Road worked with LG to create online buzz and positive brand association by creating “Life’s Good” biography videos with six of Canada’s top snowboard athletes, including Olympic gold medalist Maelle Ricker, Olympic gold medalist Jasey-Jay Anderson, Olympic silver medalist mike Robertson, and Jeff Batchelor, Matt Morison and Kimiko Zakreski.

The videos were launched on December 13^th at a press conference in Vancouver and were made available on the LGTeamCanada YouTube Channel, at www.lg.ca and www.canadasnowboard.ca.

When the Canadian Chiropractic Association wanted to encourage Canadians to be more active and build awareness of chiro and the CCA, they turned to High Road. To support its integrated communications approach and its website (www.fitin15.ca), we led an online outreach program to raise awareness and encourage Canadians to incorporate more physical activity into their daily routine.

To do so, we identified 15 online influencers, and asked for their participation in the Fit-in-15 Challenge—they needed to add 15 minutes of physical activity into their daily routine and tell the world about it online. Influencers were given a gift pack to give away to their readership or community, which included an iPod Shuffle and an iTunes gift card), and encouraged them to challenge their networks to try the Fit-in-15 program.

The selected influencers created 60 blog posts, which generated 188 comments, and 80 tweets, which reached about 40,000 followers. Based on influencer encouragement, 34 additional participants joined the program, which resulted in a variety of content posted on blogs, and photo and video sharing sites across the Web.

High Road recently launched the new online home for the World Hepatitis Alliance and World Hepatitis Day. It is a global website that offers patients, supporters and advocates from around the world a chance to interact and share. The High Road Digital team created custom applications and interactive elements designed to enrich and personalize their experience on the site:

• Want to know what the global community is saying? Our team of developers built an “Online Scrapbook” that pulls in tagged items from YouTube, Twitter and Flicker, but also allowing for some filtering and moderating before content gets posted to the live site.
• Want to share your own story? We created a virtual wall of profiles that grows and changes as users add their information and pictures across various different languages.
• Want country-specific information? An interactive map allows users to browse news, events and patient group information for their individual country, or submit news of their own.
• Want a little inspiration? We created a platform for multiple bloggers (across multiple languages) to share their personal stories online, creating a sense of support and community.