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Over 100,000 attendees rolled into Las Vegas for the Specialty Equipment Market Association (SEMA) trade show that took place at the Las Vegas Convention Center Nov. 2 to 5.

The touch screen has become a must-have tool at events these days, and no matter how it’s used, be it for data collection or to facilitate a photo or video activation, marketers need to remember that complacency leads to negative ROI. EM made it top priority to track down the best touch-friendly screens at the show, and here they are. Prepare to be impressed, ‘cause Big Auto gets it—big time.

Belle of the Ball

It was all about firsts for Mercedes-Benz at this month’s Spring 2011 Mercedes-Benz Fashion Week at Lincoln Center in New York City. It was the first time the automaker and presenting sponsor debuted a vehicle at a fashion show and the first time it extended its sponsorship activation through photo and street experiences outside the tents.

For last week’s Chicago Auto Show, held Feb. 11 to 20 at McCormick Place, General Motors set its sights not just on auto hounds from around the Windy City, but all over the world by deploying a new and innovative 360-degree photo activation at its exhibit. The activity was set up to promote the new convertible Camaro and used 27 cameras, mounted in a sweeping, ascending curve around one side of the car. Attendees jumped, leaped and kicked their legs in the air “Matrix”-style as a photographer took 27 individual stills with one click.

Coming off the worst year ever, carmakers last year rolled out that oldie but goodie—the ride and drive—to remind consumers how much fun driving really is. But rather than rely on the same models and tactics they used before the recession, auto brands amped up their programs to give consumers much more than a quick tour of the track and a whiff of new car smell. In 2010, the auto industry gave the old standby a large-scale makeover, and EM was there to check it out.