Success Story: Convention Interactive Marketing in Animal Health

With DTC advertising often so focused on human pharma, it's easy to forget the complexity and broad pet market. Marketers face many of the same challenges targeting veterinarians as they do traditional physicians. 

With many of its brands like FRONTLINE® and HEARTGARD® considered to be the gold standard of veterinary medicine, Merial Limited sought an engaging and entertaining interactive solution that would create interest in various drug product lines, particularly at industry conferences where there are opportunities for one-on-one conversations between sales representatives and veterinarians.

To achieve these goals, Merial selected us to create an integrated interactive experience for Merial’s exhibits at major animal health conventions. This integrated experience featured integration of RFID to deliver personalized content for attendees, educational gaming, data capture, marketing analytics and reporting. The interactive experiences included: 

Interactive Commitment Wall and Kiosks

Through this user-generated experience, veterinarians and technicians demonstrated to their peers their commitment to animal health. In this unique experience, attendees began at a kiosk in which they had their picture taken, chose a commitment statement and physically signed their support to animal health. These images were combined into a commitment tile that was projected on a large commitment wall—one of the main attractions of the exhibit. As more tiles were completed, the message Healers. Helpers. Heroes. appeared on the mural. 

VetQuest Challenge Multiplayer Game

Through this 5-player iPad trivia game, attendees could test their knowledge of Merial products against their peers. The best scores were placed on a leaderboard for the rest of the convention to see. This provided a fun way to learn about the benefits and advantages of various Merial products. TheVetQuest Challenge was successful in bringing veterinarians and technicians back to the Merial booth multiple times to play the game.