The client specialized in leasing technology, often 2nd and 3rd generation equipment.
The opportunity was to leverage their annual customer conference to portray them as a leading-edge technology provider.
I designed a technology arcade exhibit hall with virtual reality features showcasing one of the client’s strategic customers, Pennzoil. Guest Speaker, Pennzoil driver Scott Goodyear, spoke on the main stage, offered photo ops next to his Formula 1 car and pulled the winning ticket to an all-expense paid trip for 2 to the Indy 500.
The technology arcade was the backdrop for the opening reception. A custom virtual reality experience, set to a story touting the client’s technology solutions, provided an opportunity for guests to see what it’s like behind the wheel of a Formula 1 race car going 200 mph.
In keeping with the theme of speed (a subliminal nod to being a leading-edge provider), a virtual reality roller coaster allowed guests to enjoy their choice of one of ten top coasters in the world.
To capture mindshare and educate guests on the client’s services, massage chairs equipped with headphones that played targeted messages offered something for those waiting in line to board the rides. Shoeshine stands and manicure stations situated throughout the exhibit area offered similar experiences.
For 3 days, this exhibit hall was a sought-after adventure. Thousands enjoyed the rides, and the targeted, cross-marketing messages yielded hundreds of quality leads triggering conversations with new and existing clients alike.
The experience formed long-lasting connections as guests and sales staff bonded over the uniqueness of the experience. Over 3000 attended and participant feedback was stellar.
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