You need sharp eyes to win a scavenger hunt. This made such a quest the perfect way for Johnson & Johnson Vision to introduce a contact lenses technology to physicians.
Acuvue Oasys with Transitions Light Intelligent Technology was named one of Time magazine’s best inventions of 2018, so the brand wanted to create an experience that was just as innovative to launch the product. With the help of Jack Morton Worldwide, it created The Light Symposium, a series of events around a LightQuest scavenger hunt that allowed eye care professionals to experience the product.
The experience also provided doctors with educational content to take back to the office about the contact lenses, which transition subtly from dark to light, like Transitions lenses for glasses. As Felicia Kaban, brand manager of professional events at Johnson & Johnson Vision told Event Marketer, the company was faced with challenges when it came to describing the new product.
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“If you put the lens on your eye there’s no ‘ah-ha’ moment, because it seamlessly adapts to your environment,” says Kaban. “It’s a two-week lens and, ultimately, you experience it best when you realize you’re not compensating by shading your eyes or squinting. So, we thought, how are we going to emulate a two-week period of wearing light-adaptive contact lenses in just one afternoon? And that is where LightQuest was born.”
Held this spring in Miami, Dallas and San Francisco, the Light Symposiums began with keynote addresses from industry influencers to introduce the product. Then, attendees participated in a scavenger hunt that took them on a journey around the venue through areas with different light conditions, all while wearing the lenses. Attendees also played games, both on the Scavify app and in the real world, such as a “Stack It” cup stacking challenge, where each cup was labeled with a job title or occupation of someone who might be an idea candidate for the lenses.
Attendees were encouraged to promote the product after the event on their own social channels with the hashtag #SquintLessSeeMore, reported Event Marketer. A surveybot at the events collected reviews from attendees, which were overwhelmingly positive. Johnson & Johnson Vision is also tracking sales and will compare attendees’ sales versus sales at offices where doctors did not attend one of the events.