TL:DR
I helped make an experience center engaging, authentic,
& pretty bad ass.
INTERACTIVE DEVELOPMENT CASE STUDY
MACK TRUCK EXPERIENCE CENTER
Mack Truck is one of North America's largest truck manufacturers, with vehicles servicing the highway, construction and refuse industries. Mack was looking to overhaul their 160,000 sq. ft. customer center in Allentown PA, all in an effort to bring a better engaging experience to their customers.
CHALLENGE //
With a recent brand update, as well as a pending launch of the all new Mack Anthem, Mack needed a space to let customers take a deep dive into the company’s products, technology, manufacturing and customer-uptime resources in an engaging and fun way.
The redesign involved 5 separate areas of the 160,000-square-foot facility, including the welcome area, interactive zone, theater, historic sound room and the vehicle showroom.
THE WELCOME AREA
FIRST IMPRESSION //
We designed an overall look and feel that was in line with the pioneering, blue collar nature of Mack. The first impression for visitors was one of authenticity and the American spirit.
HISTORY WALL //
117 Mack Bulldog hood ornaments, symbolizing the years the company has existed. As the brand lead on the RES team, I provided layout plans for each year, to continually update this wall for the following years.
SELFIE TIME //
Guests were first greeted and given an opportunity to use a self-driven “selfie station”. Photos via social media or email, providing them with a memento the moment they walk in the door. I sourced the technology for this area, as well as provided all brand visuals for the experience.
THE INTERACTIVE ZONE
TESTIMONIAL INTERACTIVES //
Touchscreens throughout the space showcased customer testimonials and case studies across Mack’s three main markets: Highway, Construction and Refuse. Customers could watch videos and read articles on how Mack vehicles and service had changed the way customers do business across the country. The screens also featured Mack employee stories, providing a glimpse behind the scenes at the amazing people that make up the Mack family. I develop the UI for each interactive, and oversaw the development of the final product.
HEART OF THE MACK //
Another critical component to the overall Mack story at the heart of every Mack vehicle – the powertrain. To tell this unique story, RES developed a 10-foot-long backlit display featuring Mack’s proprietary engine, transmission, suspension and axles. Visitors then slide a 55” touchscreen display over the powertrain graphic, providing an “x-ray vision” into key benefits, features and performance information regarding each component. This interactive allows Mack to utilize their vast library of digital content in a way that immediately connects to the customer.
UPTIME IN REAL TIME //
A new 20-foot circular interactive exhibit zone allows attendees to walk into a near 300 degree immersive experiences focused on the Mack Uptime Center, a 24/7/365 facility where customers-support specialists monitor the performance of customer trucks to minimize downtime. Customers can experience a repair scenario on 7 separate screens. Mack sales staff can also switch modes and use the Uptime interactive to run through a dozen different presentation modes to help educate the customer on the continued support Mack provides, even after the sale.
360° THEATER //
RES renovated the existing theater space to be equipped with 360° video capability, immersing viewers with video on all 4 walls of the theater.
THE INTERACTIVE ZONE
TESTIMONIAL INTERACTIVES //
Touchscreens throughout the space showcased customer testimonials and case studies across Mack’s three main markets: Highway, Construction and Refuse. I develop the UI for each interactive, sourced all the existing Mack content, and oversaw the development of the final product.
HEART OF THE MACK //
The powertrain is a critical component to the overall Mack story. I lead RES in developing a 10-foot-long sliding touchscreen display, providing an “x-ray vision” into key benefits, features and performance information regarding each component. I provided concepts, art direction, project management, and sourced content within in interactive.
UPTIME IN REAL TIME //
A 20-foot circular interactive zone allowed visitors to walk into a 300° immersive experiences focused on the Mack Uptime Center, a 24/7 facility where customers-support specialists monitor the performance of trucks to minimize downtime. In addition to the main uptime story, Mack sales staff could select alternate presentation modes. I was the project lead for the area, storyboarding all modes, art directing the development team, and directly collaborating with the customer.
THE
SHOWROOM
RES has outfitted the 15,000-square-foot space with a 12’-wide presentation video wall and stage, new lighting, canopies, and 70-inch vertical monitors synchronize into one unified digital message. Every current Mack vehicle is on display in front of 16’ tall murals picturing the diverse American landscape that Mack drivers see everyday. I was responsible for art direction and design of the large format backdrops for the vehicles.
THE SOUND ROOM
At the heart of the Mack Museum is the history sound room, a massive sound insulated room originally used for measuring the decibel level of vehicles. No longer in used for that purpose, the space now displays many of the vintage vehicles in the museum collection.
THEN & NOW INTERACTIVE //
A self-driven exploration of Mack’s long standing history of thinking outside the box and providing customer’s with new ways to do business, both in 1904 and in 2017. I develop the UI, sourced all the existing Mack content, and oversaw the development of the final product.
AUDIO TIMELINES INTERACTIVE //
A 20-foot long illuminated timeline shows visitors the history of Mack compared to famous events since 1900. At each decade mark, visitors can push a button to trigger famous songs, speeches, and Mack vehicle sounds that are associated with that time period. The simplicity of the interaction, and the power of the audio clips presented help to reinforce the longevity and success of the Mack brand. I managed and designed all aspects of the interactive, from concept to completion.
We’re significantly enhancing the customer experience through greater use of interactive technologies that convey the Mack story of industry-leading products and service solutions in a much more engaging way.
VP, Global Marketing & Brand Management, Mack Trucks
*All work for Mack Truck was completed as part of RES Exhibit Services.