DNA sequencing has become a centerpiece of biological and diagnostic research. But learning to use these technologies and analyze the overwhelming amount of data can be intimidating—even for the astute scientist. Our message: with Life Technologies' user-friendly, yet powerful solutions, sequencing doesn't need to be difficult. And what you'll accomplish will amaze others' and maybe even yourself.

Through events and social media, Life Technology customers were asked to align with their favorite character and discover their own “Scidentity”. The campaign culminated with a live event where attendees had the opportunity for a meet-and-greet with the original models.