TAMBA runs viral game for British Medical Journal
- Added:
- Apr 30, 2009
Viral marketing agency TAMBA has teamed up with strategic marketing company TBI Communications to create a viral game for the BMJ Group, which is aimed at driving free trials and subscriptions of new online resource ‘Best Practice.’
The game, called Perfect 10, launches this month and will test players’ medical knowledge while raising awareness of the BMJ Group’s new clinical decision support tool.
Perfect 10 is aimed primarily at medical professionals of all levels, including students. Users are challenged to reach ten out of ten on a series of quick-fire medical quizzes, and also encouraged to challenge their friends.
The game can be viewed at http://bestpractice.bmj.com/perfect10.html and has been seeded to a quarter of a million initial recipients.
”When we were approached to produce a game for the Best Practice service we immediately felt that a knowledge-based quiz was the ideal solution for such an academic audience,” said TAMBA CEO Kay Hammond. “Creating a time-limited urgency in the game directly mirrored the true working environment of medical professionals diagnosing cases on a day to day basis. The game has targeted quizzes dependant on the user’s area of medical expertise and prompts medics to think about the tools they use to stay up to date on latest clinical thinking.”
BMJ Group is a global medical publisher. BMJ, (British Medical Journal) the Group's flagship journal, was founded in 1840 and is one of the world's leading general medical journals. 'Best Practice' is the latest offering from the BMJ Evidence Centre, which focuses on improving health care by providing evidence-based knowledge to healthcare professionals, researchers, health service planners and patients.
“The ‘Best Practice’ tool represents an innovation in structuring clinical decision and support information, so it was a good fit for exploring a new marketing technique,” said Eunice Walford, Marketing and Customer Services Director at the BMJ Group. “We worked closely with TAMBA and TBI in selecting this fresh new way to communicate with our audiences.”
The quiz features patient diagnosis and treatment questions from OnExamination, which was acquired by the BMJ Group in 2008. Players can add their score to a global or custom leader board in order to compare themselves to the friends and colleagues they challenge.
“Many academic publishers struggle to see how viral marketing could work with their particular products and market,” said Colin Meddings, Strategic Marketing Manager at TBI Communications. “Publishers and societies, with their archives full of content and artefacts that are of interest to their subscribers and members, are in a great position to create and circulate campaigns that will appeal to recipients and make them want to share it with others.”
