Company: Celgene
Brands: Revlimid and Pomylist
Brands: Revlimid and Pomylist
The Background
With the a host of novel immuno oncology (IO) agents preparing to launch in the multiple myeloma space, more established brands are bracing to take a back seat in the treatment landscape.
With the a host of novel immuno oncology (IO) agents preparing to launch in the multiple myeloma space, more established brands are bracing to take a back seat in the treatment landscape.
The challenge
Introduce/reinforce that the new standard of care for both the newly diagnosed and relapsed refractory settings, includes the trustworthiness of an IMID as the "power-plant" of your treatment. As the backbone of treatment, both Revlimid and Pomylist are a quintessential and indispensable force in any treatment regimen.
Introduce/reinforce that the new standard of care for both the newly diagnosed and relapsed refractory settings, includes the trustworthiness of an IMID as the "power-plant" of your treatment. As the backbone of treatment, both Revlimid and Pomylist are a quintessential and indispensable force in any treatment regimen.
The solution
Through a highly engaging "retro" gaming experience, HCPs are exposed to data from the ground breaking MM-020 trial.
To further drive home the power of the data, and to align with the the two brands that are sequentially prescribed based on patients progression, the players "level up" from Revlimid to Pomylist during gameplay, further reinforcing that the IMID class is the standard of care, and indispensable within the treatment regimen.
The result
Not only was there a 17.2% lift in booth engagement due to the "wow" factor of the retro game, and a ground breaking 2:25 min average length of engagement, but also an opt-in email collection that garnered over 120 unique email addresses for post convention follow up.
Not only was there a 17.2% lift in booth engagement due to the "wow" factor of the retro game, and a ground breaking 2:25 min average length of engagement, but also an opt-in email collection that garnered over 120 unique email addresses for post convention follow up.
Game Metrics:
176 starts with 128 completions - 72% completion rate
43 game restarts (users who wanted to play again)
584 questions answered
176 starts with 128 completions - 72% completion rate
43 game restarts (users who wanted to play again)
584 questions answered
The testimonials
"I was super happy to see the engagement with our data. And to do that with an 80's style arcade game just tickles me to no end. That game nearly beat the coffee concession!"
Bill F. - Pomylist brand manager
"I was super happy to see the engagement with our data. And to do that with an 80's style arcade game just tickles me to no end. That game nearly beat the coffee concession!"
Bill F. - Pomylist brand manager
"I wasn't sure that we'd make our numbers, that game really exceeded my expectations. I'm a fan!"
Christine L. - Revlimid brand manager
Christine L. - Revlimid brand manager
The "game wall" contained player console with instructions, game screen, full ISI for both indications and two leader boards. (That's my partner testing game play before the doors opened.)
Video of game play
Additional game screens
