Caterpillar
Global operator Challenge
When the best Cat® equipment operators in the world gathered to compete in the Caterpillar Global Operator Challenge, Converse Marketing was there — planning, executing and promoting both a regional event and the final competition, held in conjunction with CONEXPO-CON/AGG, North America’s largest construction trade show.
webisodes
The Caterpillar Global Operator Challenge is a competition that tests the skills of Cat equipment operators from around the world. We created a three-part web series around the competition that allowed Caterpillar to turn this unique event into an opportunity to also promote machines and highlight the expertise of its people. Premiering in the weeks leading up to the competition, episodes were divided by product application: earthmoving machines, excavators, and building and construction products. In conjunction, we conducted on-camera interviews featuring product experts to promote the machines being used in the competition — providing script support, PowerPoint templates and communication materials to promote the series. In addition to creating the videos, we also incorporated promotional content, including machine-focused videos and animations as well as customer testimonials. Our support also included developing, designing and programming the webisode portal.
Regional event
Our support of the regional event in North Carolina included signage and conditioning of the facility, leader-board design, a touchscreen program for attendees, handouts, event communications and promotion.
We developed and executed a high-intensity one-take drone teaser video that was shared across Caterpillar social media platforms and re-shared by industry influencers.
Treating the competition like a live sporting event, we executed a live production video shoot with multiple shooters covering activities at locations throughout the facility. Subject matter experts and influencers provided live commentary on the competition as well as subtle promotion of the Cat machines being operated. We also incorporated B-roll footage of machines in action to create hour-long segments that were released on social media channels throughout the day.
Final competition
The Global Operator Challenge culminated at CONEXPO-CON/AGG in Las Vegas, where we were again on the ground supporting the event. In addition to promoting the challenge and making it fun for the fans in attendance, a key focus of our activities was to ensure the operators participating were the stars of the event, which was just a piece of Caterpillar’s overall in-the-dirt experience at the trade show. From the upfront communication materials, welcome packet and hotel signage to a special dinner with a guest speaker, our job was to create hype around the challenge finalists. During the competition, we provided conditioning and giveaways for the stadium such as bandannas, stickers, megaphones and “big head” cutouts of the contestants.
From the upfront communication materials, welcome packet and hotel signage to a special dinner with a guest speaker, our job was to create hype around the challenge finalists.
We created promotional videos that ran in rotation on the LED video marquees at two locations on the Las Vegas Strip — outside the host hotel, Caesars Palace, and at The LINQ open-air entertainment district.
TAGS: Events & Experiences // Video // All