Tame the Dragon VR Experience

The Problem: For patients with eczema, the disease itself is not as crippling as the emotional impact. Lesions cover the body and dry flakey skin reigns. Too often, physicians fail to address the magnitude of the toll eczema takes on patients and become too comfortable with the status quo.

Our Solution: The virtual reality experience transports physicians to the surface of a hypothetical patients’ forearm, calling to mind the striking imagery of the branded campaign. Through the magic of cutting-edge immersive VR, we invite them to experience eczema in a way never-before-seen. The dragons protruding from the patient’s arm represent eczema — symbolizing the lesions on the skin and the endless itching that accompanies the rash.

In a crowed eczema market, it’s imperative to captivate our customer and position CIBINQO as the treatment of choice and an exciting new option.

Gameplay Demo

Physicians are immersed in an alternate reality that challenges them to clear the skin of lesions and relieve itch. First lesions are ablaze and it’s up to them to battle the disease and provide skin clearance exhibited by CIBINQO. Next physicians take on the fight by relieving itch and facing off against the fiery dragon in a gamified experience. They earn tokens for each successful strike, encouraging friendly competition and deeper engagement, all while learning about the brand benefits.

Sponsorships

Attract physicians to the CIBINQO branded booth and increase excitement for the VR experience. Sponsorships positioned throughout the congress featured a QR to invite physicians to visit the booth to take part in the one-of-a-kind experience.

Photo Op

An unforgettable experience for physicians to memorialize their time visiting the CIBNQO booth and continued brand engagement following the virtual reality. Physicians were enticed to step on stage to take on the dragons, receiving a souvenir with their photo.

Booth Design & LED Video Wall

A refreshed look for the booth had various digital signage placed to be visible from all angles. Virtual reality was strategically positioned to spark attendees’ interest and begin their CIBINQO experience. Synchronized LED screens offered the ability to express detail in the dragon character designs as seen in the virtual reality gaming experience and command attend attention from across the convention hall.

Results

Dermatologists are visual and research indicates that an audio-visual experience aids in the memorability. We developed an interactive game to enrich the experience for dermatologists and position Pfizer as a leader in dermatology. The results were dramatic with over 2,500 physicians engaging with the brand via the CIBINQO virtual reality gaming experience and post VR Photo Stand. Shortly after, there was a 250% increase in brand recognition and adoption of CIBINQO has accelerated. Physicians loved clearing the skin and defeating the fiery dragons, taking home a souvenir, and competing against their colleagues. CIBINQO was in the top ranked booths for time spent and recall, making strides to position Pfizer as a leader in dermatology.