Mack Trucks Captures Expo Content on 16 Video Feeds - Event Marketer

Mack Trucks Captures Expo Content on 16 Video Feeds

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Brand: MACK TRUCKS
Agency: MICE NORTH AMERICA
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2006

Mack introduced three brand-new products for the first time ever last year, so it needed an event that would define the brand for the next 100 years, show dealers and employees its new products and technology and build brand enthusiasm.

The 100,000-square-foot MackWorks Expo product exhibition showed off 42 trucks, featured space for more than 20 suppliers and housed five educational workshops for attendees. High-tech product reveals with cameras inside the truck cabs showing the audience reaction, and demos—captured on 16 different video feeds—brought attendees inside the new trucks, and wide-screen video displays helped show off new engines to the crowd.

“[It was a] phenomenal event experience, flawlessly integrating all of our messaging, conference video content, music, graphics, speaker support, truck engine reveals, and live webcast to create what was one of the most technically complex, engaging industrial events in recent memory,” says Tom Kelly, Mack Trucks’ vp-marketing. The three-day event drew a crowd of 1,300, exceeding the goal of 1,000.

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