Moonwalked! And Got the Selfie to Prove it.

Doctors think they’ve seen it all—at least everything on this Earth. So at the 2014 American Society of Clinical Oncology convention, the Imbruvica brand team took the world’s leading oncologists to the moon.

Employing first-of-its-kind Google Glass™ technology to convey the transformational nature of Imbruvica, the brand team partnered with Google to create an out-of-this-world convention experience. Upon entering the Imbruvica  exhibit booth, physicians put on the Google Glass™ and were instantly transported to a panoramic lunar landscape.

IMBRUVICA® is a ground-breaking cancer treatment that enables people with certain leukemias and lymphomas to live longer without having to experience the harmful effects of chemotherapy. Physicians literally became pioneers and were visually immersed in the brand in a way never experienced before. Wearing the Glass, doctors could take pictures of themselves as astronauts at a selfie station—preserving the moment and extending the campaign's key points and share of mind for Imbruvica.

The Lunar Mission was a resounding success! Four hundred and fifty-one lunar selfies were taken over 3 days, with images downloaded 850 times. Said the client: “…we nearly quadrupled the badge scans and more than doubled the relevant leads from [a previous meeting]…this was a HUGE success…period.” One booth visitor remarked, “Best booth at ASCO…You win hands down for innovation and design. Everyone is talking about your Google Glass™ experience…You guys are cutting edge.”