Children's Hospital Los Angeles (CHLA) and the Los Angeles Kings have a partnership that promotes mutual brand-building between the two organizations and benefits patients through increased blood donations.
The Blood and Pucks Blood Drive during the summer months has proven effective.
Each Wednesday in June, July, and August, blood donors may receive free pre-season tickets.
"The effort has resulted in more families driving to the hospital and giving blood," said CHLA Chief Marketing Officer DeAnn Marshall. She said a recent survey showed that not a lot of families in Los Angeles knew abour the hospital.
The Kings, meanwhile, have used social media to expand their brand awareness and benefit CHLA. In 2011, for each new Twitter follower the Kings had between April 2 and April 9, the team donate $1 to fund blood drives. Each set of 1500 new followers covered the cost of a blood drive initiative.
DeAnn Marshall said the blood drives are crucial for the hospital's operations. "CHLA is unique. For all children who come here for procedures we supply our own blood and most hospitals don't do that."
The blood drive initiative that Children's Hospital has with the Kings is unique and not a program the hospital has with other sports teams.
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