Bayer glucose meter aimed at gamers

Share this article:
Bayer glucose meter aimed at gamers
Bayer glucose meter aimed at gamers
Bayer Diabetes Care partnered with Nintendo on a glucose meter for kids that incorporates gaming.

Bayer's Didget meter plugs into the Nintendo DS and DS Lite handheld gaming systems, where kids can use points earned by consistent testing on unlocking levels in a game called Knock 'Em Downs: World's Fair. The meter, aimed at kids ages 4-14, will also connect to Bayer's password protected web community bayerdidget.com.

An extension of Bayer's Contour line of meters, it launched in the UK last summer and will retail in drug stores for a suggested price of $74.99.

The company is keeping quiet about its advertising plans – a spokeswoman would allow only that “We do have a robust promotional program planned.” Bayer, which recently consolidated its healthcare advertising into Omnicom and WPP, uses BBDO for consumer advertising and Cline, Davis & Mann for professional.

Contour USB meter user and Bayer diabetes “ambassador” Nick Jonas is, at 17, too old for the device, but was quoted in a release plugging the Didget as a “cool and fun way” for kids to test their blood sugar, and noting that it “uses the same test strips as the Contour meter, the strips I rely on every day.”
Share this article:

Email Newsletters

More in News

Astellas, DOJ settle for $7.3M

Astellas, DOJ settle for $7.3M

Astellas has settled a False Claims case with the Department of Justice over the 2010-2013 marketing of an antifungal medication. Astellas denies the allegations.

Boehringer drug lands US, EU orphan tag

Boehringer drug lands US, EU orphan tag

The experimental Breakthrough Therapy treatment is for acute myeloid leukemia.

Omnio app moves to smartphones

Omnio app moves to smartphones

Physicians Interactive is introducing the third wave of its Omnio app, making the tablet-only tool available for iPhones and Android phones.