Excedrin’s Exceedingly Effective Experiential (VR) Migraine Campaign
May 10, 2016
by Tammy Sachs, CEO
When I was first immersed with virtual reality in the @Samsung 837 Store, the first thing I thought was “How cool would it be to use VR to have patients, caregivers and doctors experience medical conditions (vertigo, neuropathy) using VR. This way a patient could know what to expect during treatment and a loved one could have compassion for the patient’s experience.
When a colleague on our Healthcare team forwarded the Excedrin campaign, I was blown away. How brilliant! As someone who has had migraines since I can remember, so many doctors have said “Are you sure? Are you imaging it? You’re probably stressed.” So many migraine sufferers like those of other pain states (fibromyalgia, etc.) are often met with disbelief or what feels like a lack of understanding.
Using VR to have OTHERS experience migraines – the aura, confusion, dizziness, disorientation, inability to be near light, sound or smell – is such a powerful way for a brand to show empathy for their customers. The impact, even as a third person watching someone experience VR, is so well done.
What a great way to educate, validate experience and build brand loyalty. Excedrin you have my love! Plus, using VR, makes Excedrin seem forward thinking which only adds to its brand equity as a leader in pain management and “The Headache Expert.”