Overview
qPCR has become an entrenched technology that most don't think twice about because it's part of their day-to-day. How do you draw attention and re-energize your technology's branding when it has enabled qPCR for over a decade? You find other ways to engage with your audience. I decided to gamify the science because, at the end of the day, scientists are human too and could use some fun to blow off steam.
Challenge
In a saturated qPCR market, our challenge was to differentiate ourselves and reinforce Biosearch Technologies' ownership of BHQ, a proprietary technology that is widely used throughout the industry. Despite BHQ's establishment in 2000, Biosearch’s link as its original inventor had become obscured as it chose a business model to allow competitors to also sell the technology. Over time, there was a loss of recognition of Biosearch’s contributions in the scientific community and industry.
Approach
Ten years ago, the trend of launching microsites gained popularity due to two main reasons: firstly, marketers sought visually appealing websites but often found their current Content Management Systems (CMS) too limiting, and secondly, there was a lack of understanding about the implications of SEO.
We opted for this trendy approach because our existing web templates were outdated and cumbersome to update. Additionally, we already owned the URL www.qpcrdesign.com, so we decided to leverage it to create a qPCR Design Lab. This platform aimed to provide a hub for all related information, including tools, relevant content, and interactive games.
Solution
qPCR Design Lab: A Comprehensive Resource
- qPCR & BHQ: Explore the foundation of qPCR technology with a focus on Biosearch's BHQ dye series, the industry-standard dark quencher for dual-labeled probes.
- Oligo Toolbox: Access essential tools for PCR experiments, including calculators for oligo properties, reaction estimation, resuspension, concentration, dilution, and the Spectral Overlay Tool for Multiplexed qPCR.
- Design: Utilize RealTimeDesign™ Software for probe and primer designs, including multiplex qPCR assays for gene expression and SNP genotyping applications.
- Library: Access scholarly articles, product information, and protocols for Biosearch products, saving time in research.
- Videos: Visual learners can benefit from animations, webinars, and informative videos detailing PCR mechanics and applications.
qPCR Crush: A Gamified Approach to Learning
- Unique Feature: qPCR Crush, inspired by Candy Crush Saga, gamifies learning about Biosearch's proprietary dye technologies. Players had 60 seconds to match Biosearch-branded gems named after BHQ, CAL Fluor, and Quasar Dyes to win points, termed "Amplicons," and learn fun facts about qPCR and Biosearch products.
- Digital Accessibility: Designed for desktop, tablets, and mobile devices, ensuring accessibility across platforms.
- Cloud-Based Technology: Developed as a cloud-based HTML5 app, initially for the microsite and later adapted for trade show booths.
- Conference Edition: Introduced a real-time leaderboard at trade shows, encouraging engagement and providing opportunities for in-booth raffle drawings.
Want to play qPCR Crush? Check it out!
Outcome
In its inaugural year at our trade show booth, the introduction of qPCR Crush led to unprecedented booth traffic and generated a surge in leads. We even found ourselves a cohort of newly devoted players who insisted they could only get their day started at the conference after completing a few rounds of qPCR Crush first. Later on, other teams adopted this game within their own trade show booths as a means to draw booth traffic.
The gamification of science injected fresh energy into conversations and sparked engaging dialogues. It effectively supported our mission: to reinforce the market's awareness that BHQ technology is our proprietary innovation, originating from our company. In leveraging BHQ's widespread recognition and trust, often surpassing our company brand, we harnessed its reputation to attract new business opportunities.
Lessons Learned
By opting for a cloud-based design, ensuring compatibility across mobile, tablet, and desktop platforms, and employing HTML5 coding, we ensured the game's longevity. Nearly a decade later, the game continues to operate seamlessly, demonstrating its enduring reliability.
Careful consideration in selecting the developer and technology, along with maintaining a cloud-based infrastructure, played a pivotal role in future-proofing this enjoyable and practical application. Thanks to MattLean.com for developing this timeless game!