Warren, NJ, USA, April 7, 2003 – StrayLight’s extremely successful Virtual Reality promotion for Abbott Labs which began in the fall of 2001 continues through 2003 as Abbott officially launches HUMIRA, (adalimumab), approved in December by the FDA for the treatment of moderate to severe rheumatoid arthritis. StrayLight’s educational program, complete with refreshed 3D content, was the booth highlight for HUMIRA last week at the American College of Physicians (ACP) show, April 2-5, 2003, in San Diego. Over the past one and a half years, StrayLight’s overwhelmingly successful promotion, has wowed doctors and attendees at shows in the US and Europe, visiting some shows two years in a row: The American College of Rheumatology (ACR), American Academy of Allergy Asthma & Immunology (AAAAI), American College of Physicians (ACP), American Association of Immunologists (AAI), Federation of Clinical Immunology Societies (FOCIS), and was the hit of the Annual European Congress of Rheumatology (EULAR) in Stockholm, Sweden.
Having launched their VR educational promotion in November 2001 at the American College of Rheumatology (ACR) show in San Francisco, StrayLight developed and delivered a detailed 3D stereoscopic production for Abbott Labs, presenting a detailed scientific review of therapies for rheumatoid arthritis, culminating with the presentation of an exciting, new fully human monoclonal antibody treatment which Abbott at the time, had in development. This 3D experience is delivered at trade shows using StrayLight’s proprietary 3D Virtual Theater, a group of Virtual Reality stations consisting of professional grade head mounted displays, sound system, and motion based chairs. Since StrayLight’s proprietary 3D Virtual Theater system is modular, Abbott Labs was able to change the number of theater seats, based on their booth size and show attendance. Abbott’s VR program called for configurations ranging from 10 seats at the larger venues to 4-5 seat configurations at the smaller events.
StrayLight’s 3D program sent thousands of Rheumatologists and other healthcare professionals virtually inside an animated inflamed knee joint to witness the debilitating effects of rheumatoid arthritis. The 3D stereoscopic effects helped to orient these virtual visitors to the microscopic perspective inside the knee. Trade show attendees were then virtually shrunk down even further to become part of a cellular surface landscape, entering into the molecular actions of the complex process of rheumatoid arthritis and the various therapies used to treat this disease. Starting with the molecular mechanism of action of conventional therapies, the Virtual Theater presentation progresses through a series of increasingly advanced approaches to the treatment of rheumatoid arthritis. Some of the most promising approaches involve monoclonal antibodies, synthesized versions of the human body’s own defense system. Earlier monoclonal antibody treatments use varying portions of the antibody from non-human sources, often from mice. Abbott Labs research centers have been leading the way toward a fully human monoclonal antibody treatment for rheumatoid arthritis, and StrayLight’s Virtual Theater presentation demonstrates many of the results of this research.
StrayLight is the industry leader in custom designed Virtual Reality systems for entertainment, promotions and special events. StrayLight’s VR systems have been installed worldwide for numerous Virtual Reality tours and marketing events, and have a proven track record of efficiency and reliability. With product lines ranging from interactive VR game platforms to group 3-D Virtual Theater experiences, StrayLight has developed over 60 custom VR productions.
A sample of StrayLight's customers include: ABBOTT Laboratories, AT&T, AVIS, Bancredito, Blockbuster Entertainment, CableTron Systems, Chase Bank, Danzka Vodka, Disney Resorts, First Union, Frontier Communications, IBM Corp., Grateful Dead, Hennessy Cognac, Hoechst Celanese, ITT Educational Services, Jim Beam Brands, Kraft Foods, Merck, Nabisco, Novo Nordisk, Oracle, Parke-Davis, Pfizer, PGA Tour, Rockwell Automation, Royal Caribbean, Steel Recycling Institute, TAP Pharmaceuticals, UCB Pharma, USA Networks, Visa, and Warner-Lambert.