Immersive Experiences That Drive Engagement

01

Immersive Build Experience

Created a 4D mini-theater experience featuring motion, scent, and visuals, immersing attendees in the assembly process of an MHEX.

02

This roadshow wasn’t just about showcasing equipment—it was about letting customers experience it firsthand. Attendees engaged in interactive product trials and enjoyed fun activations, like a NASCAR-inspired racetrack built around a model construction site, complete with MHEX-branded billboards. The event combined real equipment demos with immersive experiences to connect with operators in a whole new way

Hands-On Product Trials

03

A Roadshow BUILT FOR Operators

This wasn’t just a product launch—it was a hands-on experience designed for real operators. From live demonstrations to interactive exhibits, the "In the Trenches Tour" brought the Next Generation Mini Excavators to life in a way that let customers experience the difference firsthand.

Results That Speak Volumes

Attendees

9,292

states

14

Miles Traveled

Media Impressions

41,500,000+

3,163

Media Clicks

134,514

Making the Mini – A 4D Experience

Step into the 'Making the Mini' 4D experience, where sight, sound, motion, and even scent brought the Next Generation Mini Excavator to life. A multi-screen wraparound display, motion platform, and factory-scented environment gave operators a first-hand look at the innovation behind the machine—making them feel like they were inside the build process itself.

Daniel Hemric at the Cat MHEX Roadshow

Cat NASCAR driver Daniel Hemric takes viewers behind the scenes of the "In the Trenches" Tour, experiencing the Next Generation Mini Excavators (MHEX) firsthand. From hands-on demos to customer interactions, see how Cat brought innovation to life on the road.

Outdoor Caterpillar promotional setup with banners and seating, featuring "Hit the Ground Running" slogan and CAT branding.

Caterpillar semi-trailer displaying construction equipment graphics and branding, parked on dirt ground.

Promotional poster for Caterpillar Next Generation Mini Excavators highlighting features like stick steer, pressurized cab with AC, LCD monitor with Bluetooth, and cruise control. Includes graphics and statistics on performance improvements such as l

Promotional poster for "Making The Mini," featuring silhouette of an excavator and text about Caterpillar's next-generation mini excavators. Yellow background with black text.

Two black T-shirts displaying 'In The Trenches Tour' graphics and text. The front has a shield design with 'In The Trenches Tour' and an excavator icon. The back lists locations, with the phrase 'Just Rub Some Dirt On It' and hashtag '#InTheTrenchesT

Advertisement for Caterpillar mini excavators featuring a vent detail and text promoting the comfort of their cabs. Hashtags and website link included.

CAT mini excavator ad showcasing a seat with controls, featuring text 'The Next Generation CAT Mini Excavators. Keep the Pace with Cruise Control.' Includes a web address and hashtag.

Advertisement for Cat mini excavators featuring the phrase "The Next Generation Cat Mini Excavators Faster Pit Stops with Tilt-Up Serviceability" and an image of a Cat construction vehicle.

Laptop screen showing a webpage for the CAT "In the Trenches Tour" promoting next-generation mini excavators.

Event poster for "In the Trenches Tour" featuring a yellow CAT mini excavator. Text includes details about "Biggest Event of the Year" on 08.28.19 from 9:00 AM to 3:00 PM with live entertainment, food, and prizes. Hashtags include #InTheTrenchesTour.

Collage of people attending a construction equipment exhibition, featuring CAT machinery.

Creative Credits

Josh Corn, Blake Hall, Luke Neumann, Brad Pipkins, Randy Marx, Brandon Scott, Margeaux Shore, Darrien Staton, Ryan Stout

Creative Production Partners: 45 Studios, Spevco

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. I deeply appreciate everyone who helped bring these ideas to life.