| VR Experience Demonstrates Mechanism of Action for Zantac75 |
StrayLight has developed an interactive Virtual Reality trip through the bloodstream for Warner-Lambert's Zantac75 product, called "Fantastic Voyage". Inside StrayLight's proprietary 3D-XTC system, players are responsible for suppressing the forces of gastric acid to save the stomach from the grasp of heartburn. The virtual experience successfully debuted at the National Community Pharmacists Association's trade show in Las Vegas and will headline Zantac75's ongoing trade show schedule.
StrayLight’s VR (Virtual Reality) experience allows participants to virtually shrink in size and fly-through the intricate web of capillaries in the stomach to interact with the power of Zantac75 molecules, educating participants about Zantac75’s mechanism of action in a unique and entertaining way.
StrayLight also developed a two part animated video which opens the VR experience. The animation shows how over-the-counter Zantac75 works remarkably close to the prescription strength, ranitidine 150mg. The second part of the video includes game instructions and defines the player’s mission: to defeat histamine molecules to prevent and relieve heartburn.
Inside “Fantastic Voyage” players must navigate their way past blood cells and histamine molecules while trying to shoot Zantac75 molecules into receptor sites to block the production of acid. But if a histamine molecule locks into a receptor site first, it will cause a surge of stomach acid, which leads to painful heartburn. Players are typically given two minutes to race against the histamine molecules and high scoring winners are given premium prizes.
StrayLight’s Zantac75 promotion was considered a success as it significantly increased booth traffic and more importantly increased retention levels on the benefits of Zantac75. StrayLight was responsible for the game and animation development as well as providing the VR equipment rental and staffing during the events.
Large display monitors are placed next to each of StrayLight’s 3D-XTC systems, to attract people in the aisles and allow bystanders to follow along with game action. Because the game is real-time interactive Virtual Reality, each guest’s experience is different, as players are in complete control of their action with sophisticated tools such as VR helmets, hand controllers and tracking devices.
The realism and speed of StrayLight’s Virtual Reality games have dramatically improved, with a recent upgrade of their 3D-XTC VR system architecture. Many of StrayLight’s client-themed games are actually based on StrayLight’s proprietary game templates, allowing StrayLight to develop customized games for a fraction of the cost of full development. Serving a variety of industries, StrayLight’s semi-custom games have been created for companies such as AVIS, Chase Bank, Ecolab, Frontier Communications, Hoechst Celanese, Motorola, and Steel Recycling Institute. |
