Warren, NJ, USA, March 1, 2003 -StrayLight Corp. has just completed another successful season of Virtual Reality trade show promotions for Novo Nordisk Pharmaceuticals’ NovoSeven medication for hemophiliacs. From Brussels to Orlando, StrayLight’s Virtual Reality systems completed five trade shows in the past year. “The NovoSeven Experience: A Virtual Tour of Hemostasis” is an interactive VR game which educates doctors on NovoSeven’s mechanism of action (how it works in the body on a molecular level.) The experience sends participants inside the bloodstream and challenges them to stop the bleeding in a patient with certain types of hemophilia.
Over the past two seasons StrayLight’s overwhelmingly successful VR promotion has wowed doctors and attendees at shows in the US, Europe and Australia, visiting several shows two years in a row. In March, StrayLight kicked off the season at International Symposium on Intensive Care & Emergency Medicine (ISICEM) in Brussels, Belgium, which was followed in May by the American Society of Clinical Oncology (ASCO) held in Orlando, Florida. Beginning in October StrayLight headlined the Transfusion Medicine Expo (TXPO), the National Hemophilia Foundation (NHF), and the American Society of Hematology (ASH). This VR promotion launched in the fall of 2001 simultaneously at the TXPO and ACEP and later that same month traveled to Sydney, Australia for the Intensive Critical Care Medicine (ICCM) show.
StrayLight worked closely with the US office of Novo Nordisk, and their agency Harrison and Star, to develop the Virtual Reality experience. The interactive game needed to be exciting, to generate foot traffic on the show floor, but at the same time required delivery of an educational message. In the end, a successful balance was reached. The VR game challenges each player to quickly release adequate levels of NovoSeven into the blood vessel and stop as many bleeds as possible before the time runs out. The more hemostatic plugs that are formed, the higher the score. The corporate office of Novo Nordisk located in Denmark was so intrigued by the virtual experience that they hired StrayLight to bring the game to their large international event in Sydney, Australia, which ran for five days.
Depending on the show size, either one or two of StrayLight’s VR platforms were showcased at each event. Each unit includes a sophisticated VR helmet with motion tracking and audio, and a stand-up platform with a hand controller. StrayLight’s staff managed all of the events, providing a turnkey solution for Novo Nordisk.
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.