Case Study: Highmark Health connects with Buffalo Bills fans and captures lasting memories with Crowley Webb's Highmark Stadium TaleGate

Highmark Health connects with fans and captures 900+ stories with Crowley Webb

The customer, HighMark Health, a newer brand in the Western New York region, sought to build a strong connection with the local community. To meet this challenge, the vendor Crowley Webb leveraged HighMark's partnership with the Buffalo Bills to create an experiential fan engagement activation.

Crowley Webb designed and built a custom storytelling trailer called the Highmark Stadium TaleGate to collect fan memories at tailgate events. The solution included media relations, social media buzz, and influencer collaborations to drive participation. The vendor's efforts resulted in over 16,000 fan visits, more than 900 stories collected, and over 4.45 million impressions, successfully embedding the HighMark brand into local lore.

HighMark Health