Technology Gets Physical

Interactive Solutions

– ERIK MCLAUGHLIN
Picture this: You have 17 tires weighing up to 12,000 pounds apiece, each one with specific attributes and applications. Now imagine trying to display those tires and communicate their unique qualities to thousands of trade show attendees. This was the challenge Goodyear Tire & Rubber Company was facing when they approached CEI’s display experts. Challenge accepted!

CEI’s exhibit for Goodyear’s Off-The-Road (OTR) tires dramatizes the marriage between technology and physical structure, an increasingly popular way to augment the finite space within an exhibit. The addition of technology can make an otherwise static structure become a much more immersive and dynamic experience for visitors.

The benefit of technology is particularly clear for companies that offer highly engineered products and services. For them, it can prove difficult to fully display the differentiating features of their products. Technology is valuable in helping to educate customers and prospects about the engineering that goes into their products and services.

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Goodyear’s OTR line includes tires ranging in size from a few hundred pounds to tires exceeding 12,000lbs. With this large variance in size, comes large variance in engineering. The sheer size and volume of the products themselves made for a challenge structurally. Tires would need to be easily added and swapped from the display to accommodate Goodyear’s event schedule and variety of product offerings.

This challenge required a highly engineered solution, using both structural and technology expertise. The tires were arranged in a way that best highlighted the notable differences in size and tread, each with a mounted infographic that provided information on vehicle applications. This entices visitors to get up close to “experience” the product.

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The entire interactive exhibit is driven from the software application on a touchscreen kiosk positioned in front of the display. The app communicates directly with LED strips mounted to each tire graphic, controlling which are highlighted based on the user’s interactions. Booth visitors are encouraged to explore different product categories that trigger individual tires to light upon the structure in correspondence. The result is a show-stopping, visually animated feature wall of lights and tires.

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Goodyear was so pleased with the outcome that the tire wall array and associated app software have been adapted for three separate events. This is just one of many examples of how a unique product experience is created through the integration of technology with the physical structure. Our goal for each project is always the same, to create engaging experiences that ultimately generate leads and brand loyalty for your business.

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