AN INTERACTIVE TRIUMPH WITH BACKBONE.

See how we helped Stryker captivate a crowd of skeptical surgeons.

A massive crowd of professionals crowd inside of Stryker's event area at night time. Everyone looks excited.
Closeup of a surgical tool. It's bright, metallic, and shiny.

Connected Activations
Experience Design
Sensorial Technology
Purposeful Partnerships

Transforming a city block with surgical precision.
Stryker needed to make an impact, big time.

Thousands of orthopedic surgeons were descending upon San Diego for a conference. Stryker’s top competitor was hosting a showcase event the day before. We built an immersive experience that outshone the competition, spanned a city block and introduced Stryker’s new robotic surgery system to a packed house.

the story we made

The Stryker logo is positioned in the air for everyone to see.
Interaction is everything.

Research taught us that surgeons’ inherent self-confidence makes them skeptical of technological assistance, so we let them experience the unparalleled precision of the Mako Total Knee Robotic-Arm Assisted Surgery System for themselves—and have fun doing it.

A Stryker brand ambassador guides an attendee as they plan out a hypothetical surgery.

A human hand actively uses wooden blocks to build a tower.

A man in a blazer wears an Oculus VR Headset. He's operating Stryker's technology in a virtual environment.

HOW WE BUILT IT
A truly massive event.

We fully transformed a city block—including six restaurants—in only 16 hours from start to finish.

THE RESULTS

1.5 HOURS

spent inside per guest

The Mako experience was so successful, Stryker tapped GMR to run the program for four years running.

2,000+

visitors, blowing away all projections

GMR’s guidance, vision and execution allowed us to create excitement about this technology and boldly proclaim our position in the orthopedics market.”

— Deanna Mattiello, Marketing Communications Manager, Stryker

It took a wide range of skills to execute a project of this complexity.
VIEW ALL CAPABILITIES

Graphic & environmental design

Platform, game & web development

Event tracking & analytics

Data capture & lead generation

Product showcasing & sampling

Experiential fabrication & consulting

Custom production, prototyping & productization

On-site installation & support

Event logistics

Staffing & training

And many more

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