XOS Trucks launched its new electric truck fleet with stunning results. Coming fresh from the ACT Expo (Advanced Clean Transportation) as part of Fleet Week in Long Beach, attendees made their way through a 3D holographic logo that transported them to a time where electric commercial vehicles take center stage in our streets!
Fossil fuels are the domino in which global crises are grown. From global warming to rapidly rising supply chain costs, their roots go all the way back to the pump. XOS Trucks is an extraordinary company with a seemingly simple solution to solve global problems – de-carbonize transportation. Sustainability and solid promises that deliver the last mile are cutting dependency on fossil fuels while making the world a better place for our future generations. Big goals are riding on these electric trucks!
Something beautiful happens when you partner with other companies that share your values and beliefs. Event Solutions’ dedication to sustainability and lowering event carbon footprint helped ensure even the smallest of details, not seen by the attendees eyes, continued to drive XOS Trucks’ agenda home at this activation event. We all share the same corporate responsibility to deliver quality products and services while at the lowest carbon footprint possible.
This product launch and brand activation event would require a venue that was large enough to hold two commercial fleet trucks, 400 plus guests, and some very large goals. Raw and industrial, CRAFTED in San Pedro is just a short drive from the ACT Expo and has ample space indoors and out for parking. The 1940s warehouse features a neutral space with smooth concrete floors, exposed wooden beams on 21 foot ceilings, and raw, unfinished walls. The venue has two spaces separated by a sliding warehouse door, allowing the event a breakout space separate from the welcoming and network area.
While the event would not be until Tuesday, staff arrived bright and early Sunday morning to salty air and a clean, empty space. They loaded in two of the primering trucks from XOS and began building the stage, roof supports, trussing and hundreds of seamless LED screen panels that would make up the back of the stage. The indoor rental display featured an arch display design, hugging the stage with its seamless stacking design. At just 71 mm thick, they packed a big punch for such a lightweight display. It would be a day of heavy lifting, working from 7am to 6pm to create an earthquake safe structure that would support the weight of the future generations hopes and dreams.
The crews returned Monday morning to finalize setup. 12 chauvet rogue LED lights lined the 32” by 24”stage, swiveling and pivoting the colored lights across the event space. Two 20 by 40 foot self climbing roof supports and a 60″ by 20′ high down stage truss created the structure needed to support hundreds of square feet of black drape and pounds of electronics that made up the 40 by 13 foot curved LED backdrop. Two 80” monitors hung from these trussing, acting as teleprompters for the speakers. There was also a third teleprompting monitor set at an angle to the stage that kept the speakers on point while they engaged the crowd. This was not just normal trussing seen at any event, this trussing was rigged with hydraulics and 60 custom drape drops connected to 8 DMX drop units. It was also specially rigged with additional supports throughout to ensure the weight would withstand California earthquakes.
Safety was the focus. All of the curtains used in the drop had to meet fire marshal guidelines. Strict cord management was followed throughout the venue, ensuring loose wires that powered the magnificent activation event were safely (and neatly) bound and secured. Walkways to exits were also left free and clear with careful consideration to crowd management throughout both spaces. The front production control board (and dual camera men stations) were placed on risers with black drape hiding the “guts” of hardware that it took to produce the live streamed event. There was also an additional production control board (and crew) behind the stage. Front stage provided cues for speakers and controlled the stage production while backstage managed the live stream and additional audio/video.
As the sunset on the docks, our crew cut the lights on the transformed space. Lounge furniture was unloaded and placed. Lighting and trussing was erected. Pipe and drape enclosed the event spaces like a warm hug. Stage seating was brought in. Audio and visual crews tested and retested equipment, including the live streaming cameras and software to ensure those who were attending the product launch virtually didn’t miss a beat. The doors of the venue rolled closed with an air of anticipation and strong sense of pride in what was to be unveiled the next day…
Tuesday morning, the event manager finalized the walk through and last minute preparations with the different teams. The event engine hummed with the workings of a well maintained crew. Catering teams arrived ready to roll, quickly filling the tables with polished chrome chafers, heating lamps and white china displays. Succulents and a few additional decor items gave the long stretches of catering stations a modern flare. Attendees were sure to get their fill with little to no lines from the 6 separate stations spread the length of the activation event space. A swag stop was placed directly in front of the registration, ensuring guests filled their bags with branded merchandise. From there, a large bar with several bartenders polished glass bottles to gleam in the lighting, placing refreshments on ice and freshly preparing lemons, limes and garnishes for the attendees soon to arrive.
This event was to be live streamed, making it a hybrid of virtual and in person. This means the two full event production teams were required and redundancies like the two 500 watt studio whisper generators needed to keep the event going in case of an outage. Technicians busily re-RE tested displays, such as the all electric, self contained (and absolutely glittering) transmission that put the heart of these trucks on display. Placed on a LED display podium presenting as a wooden crate. It looped through the specs and media displays, educating the attendees on this innovative product of the future. Carefully placed, this podium was visible from each of the lounge areas and catering stations, making it center stage in the activation area. The space was ready when the doors opened at 6pm.
Before the speakers presented and the curtain dropped, attendees gathered in the activation space for refreshments, networking, branded swag and cool tunes. This conference space would include five separate spaces of lounge furniture (black with gray pillows and die cut metal tables) highlighted by different colored spotlights. Pipe and drape in black provided structure to the open space and hid the engine of event staff and equipment needed to run the show. Branding for this event was on point, with plenty of swag at the swag station, banners throughout, signage for everything (including bathrooms). A large bar was erected in line with the entrance and swag stop respectively. They even provided branded metal, reusable cups for the bar to make attendees’ drinks in. Talk about a cool touch! XOS Trucks’ marketing team ensured no attendee would leave without having their company branded in their minds forever!
Drink in hand, attendees could make their way to the shirt screening station where they could select the perfect size, color, and choose from an assortment of designs. No over ordering or under ordering of shirts here – each shirt was made to order while you watched (or in some cases snapped photos). The space began to fill with the buzz of excitement. The warm wash of freshly prepared tray passed appetizers wafted through the room as welcoming attendants offered bite sized bits of bliss. Smokehouse chicken slowly smoked with a cherry and cider vinegar glaze and served on jalapeno and corn queso cake, tri tip sliders, and vegetarian mini tacos served on lime wedges created a flavor party for your mouth. Every part of this activation event included experiences that supported a sustainable future, from the soyrizo used in the vegetarian tacos to the standards in preparation, and transportation of staff to the event itself.
Fueled with refreshments, swag, and knowledge the DJ announced the opening of the conference space. Attendees walked through a holographic logo projected into water vapor that misted down on the guests. Attendees took selfies as they passed through the gate to the future in transportation and took their seats in front of the massive, black carpeted stage. The 40 foot long and 13 foot high curved LED screen stood ready, playing a loop of the XOS Trucks Fleet Week logo. Those who needed a refill need not miss a moment, an additional bar was set up just to stage left. All 17 production crew members were busy behind cameras and screens, giving invaluable cues to ready speakers. As the last members took their seats, a crystal clear video took guests on a journey from the coast of Los Angeles to the forest lined streets of the future.
CEO Dakota Semler hit the pavement running, kicking off the executive keynote presentations with the words “Imagine a world…”. Watch the production live streamed on Youtube here: https://www.youtube.com/watch?v=B7R2H4_QBC4
Behind the curtain and under the hood, production crews worked hard to provide views like you with close ups, camera tracking speakers across the stage, and capturing both Kabuki drops revealing in a swift, clean moment the trucks that will drive the future. Switch backs from video content clips to speaker shots and supportive displays on the massive LED screen behind the presenters. It takes a lot to make a seamless event such as this activation event. Grand unveilings have a lot under the hood to make a big impact in a small amount of time.
After the Kabuki drops, attendees were welcome to climb in and explore the working battery electric trucks. Suites and selfies were abound as excited attendees took a look under the hood. The excitement continued as the demo station of the ground breaking xosphere app opened to guests. There was plenty to sustain these guests as they made their way freely between both spaces. In the lounge space a DJ spun tracks while the catering crews served up Bento Boxes, Kabobs from the East and kept an ample supply of dishes at an interactive mashed potato station. All food was served with sustainable cutlery, including palm leaf dishes. You could feel the world moving forward from the texture of the leaf dishes to the upbeat music.
Here at Event Solutions we go the extra mile to give our clients an electrifying experience. Whether you are recharging employees or looking to fire up investors and customers, a strategic partnership with a comprehensive event agency designed to work with your marketing and sales efforts can make the difference to your ROI. Find more ideas to build excitement for your brand activation event and 5 extraordinary product launch ideas or drop a line and we’ll drop the curtain for you!