• by Larissa Faw , May 13, 2016

Last year, TribalWorldwide partnered with Consumer Healthcare Products Association (CHPA) and the Partnership for Drug-Free Kids to introduce DXM Labworks, a mobile game to discourage teens from abusing cough medicine. 

Now, the agency is launching a new extension of this project that features the first live-action content. Tribal serves as the lead agency for this reboot with support from MediaMonks.  

The new effort includes a series of "mysterious" pre-roll spots that encourage viewers to download and explore the DXM Labworks mobile app. App visitors can then navigate the lab on their portable devices to test the effects of cough medicine abuse on virtual robots.  

Tribal has also created digital and mobile ads in addition to the pre-roll, designed to create intrigue and to drive downloads. 

Although last year's project received several awards, campaign organizers realized they needed to introduce a new version in order to keep the attention of today's teens, says Stephanie Spero, director of media strategy and business director, TribalWorldwide.  

"We have established DXM Labworks as a place that conducts research and gives teens the ability to test out DXM on a Dextrobot [character] before using it themselves." Now this new concept gives more texture to the lab and brings it into a real life environment, she said.