Snapshot

The state-of-the-art facility at Mayo Medical Laboratory is typically accessible only to employees. With the capacity to diagnose more accurately and timely than anywhere else, MML wanted to bring their laboratory experience to the world. We made it happen with 360 video + the Occulus.

Mayo's Challenge

Mayo Medical Labs process more than 30 million samples a year. It’s a highly technical operation requiring the choreography of worldwide delivery, automated lab equipment, and the world’s best doctors and medical technicians.

While the name Mayo Clinic is synonymous with world-class healthcare, there’s still an element of competition when it comes to lab processing. Mayo might boast the most accurate and most capable laboratory on the planet, but they still need to bring their partners along with them to ensure long-term success.

Getting every potential partner to visit Rochester, Minnesota is no easy task, so they relied on Knowble to find a way to bring their laboratory and world-changing facilities to their partners.

How to Innovate at a Tradeshow

Tradeshows, while sometimes a routine experience, are ripe for disruption. Sometimes disruption might come in the form of a provocative t-shirt give-away or a new application for the stress ball. We noticed tote bags were a big hit in 2017.
The 360-degree virtual reality experience we created for Mayo was a first of its kind. It became the primary attraction at the American Association for Clinical Chemistry (AACC) in 2018.  Since many people never had the chance to experience an Occulus, it was sort of like having the equivalent of a roller coaster available on the tradeshow floor.

Producing for a New Audience

This was our first opportunity to think about how to tell a story in 360 degrees. Because we are used to working with fixed angles and linear scripting, the challenge became how to think about the shots we wanted and the interactions we could create that would guide a viewer to look up, down, and all around.
Scripting was fun. Because of the intricacies of Mayo’s lab, we decided to use a narrator who would direct the viewer where to look. This allowed the video production to show actual real-time work happening in the laboratories.
WHAT THE CLIENT SAID

“I’m not sure if this was a home run or a grand slam.”

While none of us are very good at baseball, we’ll take that as a big compliment.