Electronic Paint Stations, Giant Hamsters Drive Traffic at New England International Auto Show
January 23, 2013
The Boston Convention and Exhibition Center became a temporary home for more than 1,000 vehicles at the New England International Auto Show January 17 to 21. Produced by Paragon Group Inc. and billed as the largest auto show in New England, the event encouraged its guests to get behind the steering wheels of new imported and domestic vehicles.
To attract attention to their exhibit areas, manufacturers including GMC and Kia employed everything from New England Patriot player guest stars to giant hamsters. Here's a look at some of the automakers' traffic-building devices.
Volkswagen
Volkswagen's electronic paint station allowed users to virtually decorate vehicles with a digital spray gun equipped with nine colors.
Photo: Lauren K. Terry for BizBash
Kia
Playing off the creatures that populate its "Soul Hamster" TV spots, Kia placed life-size cutouts of the characters in its exhibit space. In a green-screen area, guests could pose, dance, and be digitally inserted into one of the upbeat ads.
Photo: Paragon Group
Kia
Kia also recreated a race-car driving experience with an arcade-like driving game, suitable for adults and children alike. After choosing their preferred Kia vehicle and terrain, players could “drive” the car and test its features while encountering virtual hazards such as wind, tumbleweeds, and icy roads.
Photo: Lauren K. Terry for BizBash
GMC
GMC enlisted New England Patriots players Aaron Hernandez and Shane Vereen to sign autographs near its display area. The signing took place when football fever was at an all-time high: the Thursday night before the team played in the A.F.C. championship game at Gillette Stadium.
Photo: Paragon Group
Scion
Scion offered a “Ghost Glass” display box that had two touch-based car-racing games and five videos showcasing the new line of 2013 vehicles. The display box also included a music kit that allowed guests to touch digital instruments to recreate drum beats and guitar riffs from AC Slater’s “Moonlight," which is available on Scion’s own music label. Also on deck was a complimentary “Charge Bar” for visitors who needed a blast of battery juice for their electronic devices.
Photo: Lauren K. Terry for BizBash
Ford
Most of Ford's display vehicles had MyTouch Activation that let guests test the cars' infotainment systems on the showroom floor. Consumers hopped inside vehicles to play around with climate-control touch screens, hands-free Bluetooth systems, and more.
Photo: Lauren K. Terry for BizBash
Acura
The Acura display focused on luxury, offering a lounge with plush gray couches and a touch screen coffee table filled with comprehensive information about Acura’s new line. The coffee table had one function called the “Personal Concierge,” which provided two services: Guests who chose the “Let’s Talk Later” concierge service could fill out electronic information request forms; selecting the “Let’s Talk Now” option would prompt a nearby Acura associate to come discuss Acura’s options.
Photo: Lauren K. Terry for BizBash
BMW
BMW provided mini iDrive Sedan kiosk stations near each of its vehicles. Each kiosk was equipped with a touch screen loaded with specs and visuals about BMW’s 2013 collection and had options for designing a dream car based on interior and exterior options, body color, and more. Once the dream cars were complete, guests could share their creations on Facebook.
Photo: Lauren K. Terry for BizBash
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