Medtronic launched a video contest aimed at diabetic kids, who use an insulin pump, and their parents.
The contest features Lenny the Lion, a character that Medtronic has used for children’s diabetes education in Europe and is now introducing in the US. Contestants must download and print out a kit containing cutouts of Lenny and incorporate them into their 2-3 minute videos depicting Lenny educating children about diabetes. The shortlisted videos will be posted for voting later this month. The contest does not mention any products. Medtronic makes the Paradigm Real-Time insulin pump, which holds upwards of two-thirds of the US market and around 60% of the global market.
Medtronic said Lenny will have his own US website and iPhone apps, and will be putting in appearances at diabetes camps, conferences and clinics. Said a spokesperson: “The idea is that Lenny teaches kids how to live a healthy and active life even with diabetes.”
From the March 01, 2010 Issue of MM+M - Medical Marketing and Media
