Boehringer Ingelheim is hoping to create a new Facebook phenomenon with the development of a pharma civilization game. And while there's little doubt that the game, called Syrum, has the potential to provide BI with an effective new communications platform for diseases and brands, it could just help address the flagging reputation of the industry as a whole (the game isn't yet live, but you can get a taste of the graphics here).
“The main objective is to create a kick-ass game, a proper game with a proper development cycle. I wanted to create something unique and different that people will love playing,” said John Pugh, head of online communications, who is spearheading BI's gaming charge. “It's about pharma and fun.” “This is not an oxymoron,” adds Pugh. “You can have the two in the same sentence.
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