In the Self Promotion Category, Loki Box Design and BRP took gold for the remarkable event installation as part of the Can-Am Southwest U.S. Tour, which highlighted the features, benefits and off-road functionality of the Maverick X3 family of off-road vehicles.
The major mobile experiential marketing event featured a central display unit in the middle of the Imperial Sand Dunes Recreation Area with a unique diagonal hinge that opened to an enormous 40 feet long by 16 feet high, making a show stopping backdrop for the brand activation. Two other 20-foot shipping containers and stunning sun shelters formed a corral around the Can-Am Maverick X3 side-by-side vehicles on display in the dunes.
The large display and installation included a specialty module that designed for assembly up to 16-feet in height to be viewable from afar as well as put BRP’s Can-Am Off-Road brand front and center in a high-traffic Halloween weekend that numbered more than 100,000. In addition to the significant displays, the event and marketing effort also included real product demonstrations through a custom sand course with authentic product testing and expert walk-arounds to produce captivating vehicle engagement with participating consumers.
The setup included several all-black, industrial-chic mobile showrooms laid out in a horseshoe shape, some with canvas awnings to keep out the sun and sand. The main section was set like a stage, with a larger-than-life backdrop of a race set to begin and several large screens streaming videos of the recreational products BRP offers. Once the show was complete, the portable and self-contained design allowed the showroom to be packed up and hauled away for another location. The portable event foundation also made stops at the King of the Hammers, Sand Sports Super Show, Nitto National Championship, SxS Adventure Rally and more.