Scooping up an elevated, branded experience
For Link-Belt Excavators (LBX), a leading provider of excavators, materials handling, and forestry equipment, CONEXPO-CON/AGG is an essential show
to launch new products, introduce new features, connect with customers,
and network with prospects.
At the event, which takes place every three years, LBX hosts indoor and outdoor exhibits. While the games and activities at the outdoor activations are always a hit, the indoor space hadn’t captured the same level of attention for attendees.
As a way to draw visitors into both event spaces, LBX wanted to build
an elevated experience that included these elements:
• Strategically connected indoor/outdoor event spaces for a cohesive
• Indoor space featuring its machinery and enough space to connect
with attendees walking through the overall event
• Outdoor space featuring machinery, gamification, high-level meeting space,
gift store, and post-event party celebration on the first night of the show.
Crank out a continuous
indoor-outdoor attendee journey
Partnering with LBX, our experiential design and event production teams created indoor and outdoor activations that were connected by a fully realized brand story that attracted visitors to both exhibits.
As a result, here’s how LBX turned two exhibits into a single, cohesive attendee journey.
Strategy at work
The post-party event attracted over 1,000 attendees, and that gave LBX the feedback it needed that this newly designed branded experience had been a success.
But that wasn’t the only measurement of success — every piece of equipment displayed at the event was sold!
Digging into the data
Impressions on NAB Social campaign
The goal social media engagement rate
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LBX at CONEXPO-CON/AGG
Of attendees came from abroad
Increase in new followers on
all social media channels
But that wasn’t the end of the experience for visitors who started with the LBX indoor exhibit. As new connections were made and relationships strengthened, attendees were invited to join games, win prizes, experience more equipment, and party with live music.
Eye-catching LBX branding was strategically placed throughout the show hall and placed high enough to be seen from any direction.
Two LBX diggers allowed visitors to inspect excavators from the
inside out and scoop an Instagram moment, helping drive engagement.
Comfy spots invited attendees to connect
with product experts
or hang out and rest
An oversized, digital screen featured branded
content, immersing attendees in real-life digging scenarios.
After the first day
LBX celebrated with a special customer appreciation event that included a live band,
more games, and prizes
such as MacBook laptops.
Inspired by Vegas, visitors used excavator scoops to roll giant dice for lucky sevens. Winners bounced with a free basketball!
Playing the LBX Rodeo Showdown, attendees competed to scoop basketballs into a barrel. Fastest time received a $5,000 paid vacation!
Consistent branding and a get-in-the-zone construction experience linked the indoor and outdoor exhibits for a seamless attendee journey.
For high-level meetings and a gift shop, an on-site LBX double-decker structure stood fully functional with AC and sturdy enough to withstand winds up to 100 mph.
LBX displayed its commitment to evolving (and to innovation) with a special concept excavator that’s all electric.
The brand's breast cancer awareness "mascot,"
the Pinkbelt excavator, grabbed attention as part
of the dice game to help
raise funds during
a special charity auction.