Veterinary pharma MNC Vetoquinol hit 78% engagement with lead generation event games

Objective

Vetoquinol, a veterinary pharmaceutical company, promoted its Mastatest diagnostic tool at a 3-day SNGTV veterinary conference in Nantes targeting livestock veterinarians and veterinary students. The campaign aimed to raise awareness about targeted treatments for clinical mastitis in cattle and generate qualified leads from qualified professionals.

Solution

Drimify built a multi-step gamified experience using their Combo™ format. The experience began with a knowledge quiz about mastitis treatment, followed by an arcade bubble-shooter game where bubbles represented bacteria causing mastitis. Scores from both games combined into a shared leaderboard displayed on a TV at the booth. Participants played on two tablets at the stand or via QR codes on their mobile phones. Daily prizes were awarded to the top five players each day, with the leaderboard reset nightly. Custom lead-capture forms were integrated into the experience to collect contact information.

Results

The Vetoquinol campaign achieved 78% engagement rate and 84% completion rate, generating qualified leads. The gamification blueprint was subsequently deployed at SPACE, described as the essential annual European livestock trade show, and at other livestock events.