Slice of Lime helped Blue Cross Blue Shield of Illinois reach a younger demographic by building “Gravity Man”, an interactive game that appears between online TV episodes on ABC.com. Based on the familiar “three lives and you’re out” structure, Gravity Man let’s the user choose from three sports-based characters; a cyclist, skateboarder, and rollerblader. One of the unique aspects of the game is that the user can draw their own course using the pencil tool. Once game play commences, trees and hearts fall along the course. Hitting a tree causes the character to crash. Collecting all of the hearts means you win the game.

When a character crashes, an ambulance comes to their rescue.

Then comes the Blue Cross Blue Shield pitch, “If you crash, we can help.” A viral component was added so that the user can send the game to a friend. Of course, the user can also replay the game as much as they want.

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