Solution

Bourne proposed a viral game platform called the Challenge Lab to attract and build relationships with the key influencers of Invitrogen’s products across the globe. The three 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 unique business. We 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 a CRM Siebel database so that Invitrogen can capitalize on this new database for future marketing and promotions. E-mail lead generation was used to encourage the current clients to play the game. Social media marketing was also used to engage a new target audience through an online outreach program. Targeted communications via Twitter and Facebook gave game score updates, promotions and corporate news updates.