Volvo's Construction Equipment Plays a Game of Hoops - Event Marketer

Volvo’s Construction Equipment Plays a Game of Hoops

DB_EX_Volvo Constuction Equipment_2006 Ex
Brand: VOLVO
Agency: MC2
Awards: EX AWARDS — BEST B-TO-B HOSPITALITY EVENT ELEMENT
Year: 2006

Volvo Construction Equipment North America took what could have just been a traditional hospitality event at the 2005 Conexpo-Con/Agg in Las Vegas and kicked it up a few notches with cheerleaders, live music and a live basketball game in which the “players” were backhoes, wheel loaders and other construction equipment.

Yes. You read that right. Nineteen machines and nine trucks played a game of hoops with a large red ball.

Volvo CE teamed up with Mack Trucks (which is also owned by Volvo CE’s parent company, Volvo Group) for the event; the basketball game gave both brands the opportunity to strut their stuff in a unique way.

“We wanted to show the equipment off, and [the game] also showed how smooth and competent and efficient the equipment is,” says Cade Verner, Volvo CE’s director-marketing.

Coordinating the logistics of engaging 28 machines and trucks in a competitive game of basketball was no easy task.

“It really required a lot of coordination from the field people and the Volvo and Mack operators who ran all of the equipment,” says Dennis Church, MC2’s Southeast division president. “We rehearsed for three days, and we did at least three full run-throughs the day before the event.”

The prep time paid off. Diamond Nights attracted more than 5,100 dealers and customers. On the day of the event, attendees entered the demonstration area to applause from two rows of cheerleaders, and a Dick Vitale impersonator provided commentary for the game. Post-game, attendees were treated to a concert by country music band Diamond Rio, whose 2005 tour was sponsored by Mack.

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