DNA-Testing Co Lets Customers Experience Their Genes In Real Life

DNA-Testing Co Lets Customers Experience Their Genes In Real Life
Brand Activation & Immersion

As a complement to its online genetic testing, 23andme created a two-day activation where interactive rooms brought DNA genetic testing and analysis to life, increasing awareness of its service

Plus Aziz
  • 22 october 2018

23andMe is an online service providing customers with detailed genetic breakdowns to better understand their ancestral lineage. Running for just two days in New York City, its interactive “Meet Your Genes” popup provided a stark contrast to the way users typically take 23andMe tests (that is, spitting in test tubes and mailing them back to the company).

The visually rich experience was focused on driving users to “learn more about how their genes affect their health and wellness,” according to 23andMe customer relationship specialist Jhulianna Cintron. Users explored five cozy rooms, each housing a wellness test to determine genetic predispositions like celiac disease, lactose intolerance, ability to metabolize or likelihood to move during sleep.

The popup was designed as a complementary, lead-generating experience to help the company meet the customer halfway IRL. The idea was to encourage customers who might have hesitated to use its service online to feel more comfortable and confident about submitting DNA for testing.

23andMe


Lead image: 23andme via Facebook

23andMe is an online service providing customers with detailed genetic breakdowns to better understand their ancestral lineage. Running for just two days in New York City, its interactive “Meet Your Genes” popup provided a stark contrast to the way users typically take 23andMe tests (that is, spitting in test tubes and mailing them back to the company).

+brand activation & immersion
+DNA
+Events
+genetic testing
+Health
+pop-up
+retail
+shopper marketing & promotions
+store experience & design

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