Game Over Blobs

Case Studies

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To help eliminate pesky dye blobs, Applied Biosystems developed the BigDye® XTerminator™ Purification Kit. With many lab techs representing a younger, more tech-savvy demographic, it made sense to reach them where they were already seeking out entertainment and information—the Web. McKinney worked with AB to develop a wide range of multimedia and interactive promotional materials, including: a viral video, screen saver, ring tone, PDA background and interactive "point roll" banner. In addition, an interactive, online video game pitted lab techs around the world against each other to battle for prizes. In one month, the campaign yielded $250,000 in revenue from 500 customers. In addition, long-term success has been made possible through the creation of a new customer list.