In today's busy world, people lose touch with family members who were once close, and, in an effort to bring families closer together, Humana looked for a way to help families better connect in a social world.
In this family tree creation experience, users can visually build out existing family relationships, populating an actual family tree. The experience is fun and immersive, allowing users to build out their genealogy roots as deep as they please, and sharing with friends and relatives on Facebook who are included in the tree. Additionally users can add family members to their tree who aren't yet on Facebook and print out copies to share the old fashioned way!
The Humana Family Tree has been a huge success so far, branching all over Facebook and amplifying the brand's message. Nearly 1,000 trees have been created, with about 8,000 nodes, and each tree touches about 4 Facebook friends, for an enormous viral effect.