TAMBA, the viral marketing agency, has worked with TBI Communications to create a viral game for the British Medical Journal.
The game, Perfect 10, is aimed at driving free trials and subscriptions to the BMJ Group's new online resource, Best Practice – a tool for medical professionals.
Aimed at medical professionals of all levels, including students, the game challenges users with a series of quick-fire medical quizzes and encourages them to test their friends.
Kay Hammond, TAMBA's CEO, said a knowledge-based quiz was the ideal solution to reach such an academic audience.
She said: “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.”
Eunice Walford, marketing and customer services director at the BMJ Group, added: “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.”
In other news, TAMBA has also created a viral game for Internet World - the annual event for internet and online marketing professionals – after it was appointed by the show's organisers for a second year running.
“The game effectively represents the five core areas of the show – digital marketing, web 2.0 and social media, e-commerce, connectivity and hosting and content management – while encouraging players to register for the event,” said James Drake-Brockman, Internet World show event director.
Internet World 2009 starts tomorrow at Earls Court in London and the 'Off Your Trolley' game to promote it can be played here.