"We developed a fully integrated campaign for Blue Shield of California. We anchored the social campaign around two characters: Dr. Jim and Bob. Dr. Jim, a real doctor, answered medical questions that are frequently asked in online forums. Bob was there to provide comic relief. We wrote and produced fifteen videos starring the duo, and developed a Facebook application to showcase the videos and a corresponding quiz that allowed members to test their medical knowledge to see if it was closer to Dr. Jim's level of knowledge—or Bob's. We shared the Facebook app and specific videos in medical forums and turned the quiz into mobile, rich-media units to extend the reach of Dr. Jim and Bob."