Case Study
Client: Physicians Interactive, subsidiary of Merk & Co
Business: Largest global, digital health platform that engages and empowers consumers and healthcare professionals with instant access to content, solutions and data to improve health outcomes.
Locations: Boston, Chicago, Frankfurt, London, Mumbai, Paris, San Francisco
Project: New Brand Pre-Launch Digital Game for Employees
Description: Daily trivia game distributed to all employees via email, directing them to web landing pages where participation is captured in a leaderboard and rewarded on a tiered prize structure.
Objectives: Generate excitement, momentum and anticipation of new brand reveal, using gamification methods. Engage employees on a daily basis, using minimum amount of time, to provoke interest and increase adoption of the new brand. Showcase digital capabilities internally.
Mechanics: Employees will receive a daily email for 15 days (only on Mondays, Tuesdays and Wednesdays) that features 1 trivia question relating to the new brand. Fridays, everyone will receive an email with 5 bonus points, but no question. A landing page (www.revealandreward.com) is built for each answer w/ notification for correctness, # of points rewarded, progress indicator + link to a main page w/ leaderboard. Campaign emails tracking and reporting is achieved via ExactTarget. Daily campaign reports are imported to a semi-automated spreadsheet to calculate and assign points to players for participation. Leaderboard is to be updated weekly with top 20 players’ names and points awarded.
Challenge: Very tight deadline for conception and execution (including approvals).
Measure of success: Employee engagement.
Outcome: Overall great success exceeding expectations. Over 80% of employees participating with excitement.
My role: Develop the game’s visual brand identity, code for all emails, deploying WordPress website with all landing pages and necessary plugins. Figure out tracking of correct/incorrect answers for leaderboard.
Other team members: Two marketing directors for conception, copy and logistics.
Initial logos:
Revised logos:
Logic flow mindmap:
Email - introduction:
Website - homepage:
Email - question example:
Website - correct answer:
Website - incorrect answer:
Website - time out:
Website - mobile pages example:
