A campaign for life science technology provider Invitrogen featuring an online, scalable platform based game, has been completed by digital agency Bourne which will look to attract social media users to its website.

Challenge Lab has been developed to encourage customer interaction and increase the time spent on the Invitrogen website by Bourne, and includes emerging technologies and applications which will aim to drive users from social network websites.

The site has been deployed in North America, EMEA and APCA with an in-house team continuing its development.

The Flash game centres on a geometrically designed platform presenting three separate challenges for the user to tackle using logic, memory or knowledge.

The platform also contains prize draws and offers allowing end users to send off for T-shirts, 3-D glasses, Ipods and games consoles.

Social media was used to build awareness of the game and also reach bloggers and opinion influencers in the sector.

"Invitrogen approached us last year with the brief to develop a game that would engage the end users of their Gibco product, a solution used in laboratory experiments. Traditional methods of promotion had been met with various levels of success and as they were looking for a fresh and engaging way to meet their objectives, we devised a campaign capable of reaching their target market across the web, social media and mobile," explained Adrian James, client services director at Bourne.