Bourne helps Invitrogen target the real decision makers.

When Invitrogen asked us to help them target the people that mattered, we created The Challenge Lab - a viral game platform. The concept was developed in order to attract and build relationships with the key influencers of Invitrogen’s products. We had to attract the actual scientists and lab technicians who use the products on a day-to-day basis - rather than the procurement decision makers who are the usual interface in the purchase process.

The 3 game concept takes actual lab activities and turns them into competitive game-play that require job specific knowledge, quick thinking and dexterous hand-mouse coordination to avoid disastrous cross contamination and ultimately be crowned the best in this very unique business. Bourne have also brought Invitrogen’s key product, the Gibco bottle, to life through animation to build on what is already iconic status in the life sciences industry.

The Challenge Lab is linked directly to CRM Siebel database so that Invitrogen can capitalise on this new database for future marketing and promotions. Email lead generation was used to facilitate the current client database to play the game. Social media marketing was also used to engage a new target audience through an online outreach program and targeted communications through Twitter and Facebook giving game score updates, promotions and corporate news updates.