Boeringher Ingelheim wanted to create the pharma industry’s first social game, providing insight into the risk, time and money involved in getting medications to market in a fun and engaging way.

Nitro created Syrum, launched at the Science Museum, London, in 2012, setting BI apart as pioneers in pharma social media initiatives and promoting science and innovation to the digital community. Nitro led everything from concept to development to marketing, resulting in a large global fan base and being shortlisted at the PM Digital Awards for the ‘Innovation Award’ in 2012.