Threat Thrasher | Work | The Power Agency

Work / Edwards

A big year for our client needs a big splash with dealers

When our client, Edwards, launched three game changing products in a year, we knew their dealers would have big expectations for their annual dealer conference. So we went big with a virtual reality gaming experience that put their products front and center. (Well, technically we put the products around the player in a 360-degree environment, but you get what we mean.)

Threat Thrasher is born

We started by concepting a multiple games and story options – all of which balanced brand, product, and pure fun. The client picked their ultimate favorite: Threat Thrasher. The game puts the player in the role of a cyborg, which is on a mission to destroy threat particles and ignore nuisance particles – a key functionality of Edwards’ Signature Optica smoke alarm. The player thrashes through particles, all to the beat of a high-energy song.

Plowing Ahead

Once we had an approved concept in hand, a nimble Power team had about six weeks to make magic happen. The primary goal was to create an experience that anyone would enjoy, no matter their level of VR experience. That meant constant testing and reiteration were vital to the game’s ultimate success.

Going live in Las Vegas

At the end of our sprint, the game – along with a hand-made trophy for the highest scoring player – went out to the dealer conference in Las Vegas. In just two days, Threat Thrasher saw 45% participation from conference attendees from across the country.