John Deere Hosts an Event Within an Event at L.E.A.D.
For its internal event for dealers and farmers, John Deere leveraged an intimate activation strategy in a big arena. The event featured a small structure inside the iWireless Center in Moline, Ill., modeled after a classic silo that inside served as the main stage area. Outside the silo structure, various booths and activations lined the edges of the arena offering product demonstrations and engagement opportunities showcasing John Deere technologies.
Attendees transitioned from the outer space, which hosted the one-on-one engagement areas, to the enclosed silo structure for the general session where in-the-round theater seating surrounded a circular stage where John Deere leadership addressed small audiences under a ceiling projected with cloud-like textures that brought the outside in (the outside being where John Deere equipment is used primarily).
This event-within-an-event design allowed John Deere to engage the 1,500 attendees intimately, giving them better exposure to leadership and more personalized brand interactions. And rather than hosting the entire group in one day of engagement, groups of 300 were engaged each day over five days.