Milliprog Sigma - Merck

Project Overview
Merck MilliporeSigma aimed to collect researchers’ emails and research areas for targeted communication. In the app, users enter by providing their email and selecting an avatar (from 18 options, representing research areas) that can’t be changed. The game has three levels, each increasing in difficulty as users aim to shoot pipette tips into a moving waste bin within a lab setting. After the game, users can add scores to a leaderboard for a chance to win prizes. The game allows multiple plays daily, with points accumulating for each user.

the challenge
Because scientists that are clients or make use of the technology, products, or novel services are located all over the world, it was hard for Merck to gather detailed information about the scientists. That is why the company decided that they want to gather emails from their scientists in order to use this information for targeted communication. This information will give Merck more information on their clients and customers and this will allow them to better target their target groups.

the solution
This is where Appetite Creative stepped in. The solution that Appetite provided for Merck was to create a connected experience campaign. In this case, Appetite created a game for Merck that was targeted at scientists. When logging into the app, the researcher will be asked to enter their email address to start the game and eventually have a chance to win prizes. Once logged in, the user will have a choice between 18 avatars to choose from. The game is broken down into three levels in which the user has to shoot the pipette into the moving waste bin. The more successful hits, the more points the users get which will eventually lead to a leaderboard that keeps scores that can turn into prizes for the users.

the results
While the connected experience was live, there were 706 users that scanned the QR to go onto the game. These were all internal scientists which was the target group for the campaign. 468 of these participants participated in the game with a completion rate of 85%. In the end, the goal of the campaign was to gather emails from the scientist and the campaign had 364 email registrations at the end.