Strengthening a product launch
with gamification

The challenge

Gore is a global materials science company dedicated to transforming industries and improving lives. Founded in 1958, Gore has built a reputation for solving complex technical challenges in the most demanding environments

Gore was due to announce the launch of a new line of protein capture devices with Protein A, intended for drug discovery and research applications, which would fundamentally improve the purification process of monoclonal antibodies.

Following a strategic communications workshop, it was decided that this would be announced at PepTalk – The Protein Science Week, one of the largest annual gatherings of protein science researchers in the world.

To support the announcement, Gore took out a large exhibition space which would be focussed on promoting the new products. They tasked TrunkBBI to come up with innovative solutions that would drive engagement with attendees, whilst also looking for ways to build a database of prospective customers.

The approach

Working with Gore’s PR agency, we collaborated to create an interactive quiz that would be a fun mix of personality and professional technical questions, leading to the user being given an avatar based on their responses.

Called the Protein Profiler, the game was fully designed and illustrated by our internal teams, then developed specifically to be optimised for tablets.

As part of the data capture, we entered users into a competition to win a FitBit, as well as giving out t-shirts with a user’s avatar on it.

The approach also allowed the PR agency to promote the game theme to key press and also to incorporate it into email communications and organic social posts. We produced a range of promotional assets to support the activity across different formats and sizes.

The outcome

The product launch at PepTalk was the most successful launch that they had run, generating significant interest and coverage. Visitors to stand beat targets by over 40% and players of the Protein Profiler led to a 65% increase above data capture targets.

The interactive provided so popular, it was re-used at subsequent exhibitions and events, adding further to the impact that it made.