Mutual of Omaha Gets Wild with Interactive Exhibit - Event Marketer

Mutual of Omaha Gets Wild with Interactive Exhibit

DB_Gold_Mutual of Omaha_2006 Ex
Brand: MUTUAL OF OMAHA
Agency: EXHIBIT ENTERPRISES
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2006

“Wild Kingdom” has been, well, the king of wildlife TV shows for nearly 30 years. The traveling exhibit launched in 2005 was aimed at cementing the link between the program and long-time sponsor Mutual of Omaha—and designed to build a database of potential customers for the financial services provider.

Over a 5,600-plus-square-foot space, there were interactive exhibits including an interactive gorilla display that illustrated how animatronics work, and instant-win computer game kiosks. Inside the enclosed exhibit space, animatronic animals, interactive displays and games kept the crowds interested.

“[We] set out to create a tour that gave consumers an experience unlike anything in the marketplace, and that celebrated the rich past, current programming, and exciting future of the Mutual of Omaha’s Wild Kingdom brand,” says John Hildenbiddle, Mutual of Omaha’s senior vp-brand management. “[It] blew away our wildest expectations of what that experience could be.”

More than 65,000 people visited the exhibit in six cities over the course of the tour.

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