Boehringer Ingelheim’s Syrum Game.

Syrum Game

Last week we saw the launch of Boehringer Ingelheim’s Syrum game. Their aim was to demonstrate the brand’s continuous commitment to research and innovation. It allows players to learn about the complexities of the drug development process.

The platform is a Facebook-based social game based on developing pharmaceutical products over a 100-year period from the 1950’s to the 2050’s. As a marketer I applaud Boehringer’s move, particularly when we have seen so many pharmaceutical brand related pages removed from Facebook. The concept is simple, it is based on the “top trumps” card game. There are many twists and turns that will make it interesting. The following video gives you a better flavour:

YouTube Preview Image

This is the Beta version so there are a number of bugs that need ironing out. Having spent some time on the site (Facebook and the website) I have discovered more errors than I would have expected. My biggest concern is that the game is not intuitive enough. To get help you are either sent to the wikipage on their main website or you can opt to view a Youtube video.  I personally believe the wiki page is too long and it does not give you the information you need to get going. As for the Youtube video I cannot understand why they have taken a screen grab of the game without zooming in to the core area? You cannot read anything on that video so it is pointless.

I would suggest some “tool tips” on the app: it took me about 15 minutes to realise that I needed to left click and hold the pipette when transferring the components. The time it takes to process the components is too long as well: I almost had time to get a coffee while it was processing. I managed to complete the first level in just over an hour (after jumping between the Youtube video and the wiki pages): I wasn’t going to let the game beat me, others may not be so forgiving.

I would also suggest the designers test the website using different browsers. There were a number of elements that did not work with IE8. Despite these set backs I am still excited by the game although slightly disappointed that some very basic testing elements were not completed before launching. I think their biggest mistake was designing it in flash:  this will rule out a large section of the market that use Ipads and Iphones.

 

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Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.
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