Boehringer Ingelheim | Tube Hunt VR

Brands are leveraging VR activations at trade shows to connect with their customers in innovative and surprising ways, and no project so far illustrates this phenomenon better than Boehringer Ingelheim’s Lockout Tube Hunt.

Admittedly, we knew almost nothing about bovine teat sealants going into this, but our stellar agency partners at Broadhead quickly educated us on the finer points and set our team in motion. Teat sealants protect cow’s udders from bacterial infection and BI’s Lockout has one key advantage: Their’s are blue, not white, so industry professionals can see their work.

We created a huge textureless and colorless barn interior where players would use HTC Vive controllers to find white applicators hidden in the environment in an allotted time. After that, they did the same for BI’s blue applicators. High scores were captured, creating a friendly but competitive atmosphere at the event. The results were eye-opening and drove the brand message home while creating an absolute trade show hit at the World Dairy Expo 2018 in Madison, Wisconsin.