We developed a fully integrated campaign for Blue Shield of California. The social component was anchored 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 produced 15 videos starring the duo and developed a Facebook application to share the information and allow members to test their medical IQ against Dr. Jim’s. We posted links to the app and videos in health forums around the web and turned the quiz into mobile, rich-media units to extend the campaign’s reach.