Billed as the largest in the nation, the 10-day Chicago Auto show opened at McCormick Place on Friday and runs through Sunday. The Chicago Automobile Trade Association produces the show, which is spread over 1.2 million square feet of the convention center. To stand out in the vast space, exhibitors relied on everything from game board-inspired test tracks (for Toyota) to button-making stations (Chevrolet).
This year's exhibitors also leaned on social media to help spread their messages from the trade show floor to the Web, using tropes such as photo stations that let guests post branded pictures on Facebook and Twitter. Here's a look at how Hyundai, Cadillac, Lincoln, and other major auto makers stood out and used social media on the trade show floor.
Photo: Jenny Berg/BizBash
Toyota Hybrid and Hasbro at the Chicago Auto Show
Toyota Hybrid teamed up with Hasbro to create the 30,160-square-foot "Monopoly Ride Experience," a closed course that let guests test out the Prius, Pruis V, Camry Hybrid, and Highlander Hybrid. Attended by costumed staffers, the course was inspired by the popular board game and had S-curves, tight roundabouts, a bridge, and train tracks based on Reading Railroad.
Photo: Jenny Berg/BizBash
Chrystler Group at the Chicago Auto Show
A new test track from Chrystler Group was set against an urban backdrop that showcased photos of Chicago's downtown architecture. The track let guests climb into vehicles such as the Chrystler 200 and 300 and the Fiat 500 and 500c. A DJ near the activation entertained guests while they waited in line. Chrystler Group's other test tracks at the show included one for Jeep and one for the Ram truck.
Photo: Jenny Berg/BizBash
Honda at the Chicago Auto Show
Honda had an over-size "Words With Friends" activation that let guests compete to spell out words from a preselected set inspired by the new Honda vehicles. Words included safety, quality, refinement, and tire.
Photo: Jenny Berg/BizBash
Toyota at the Chicago Auto Show
At a phone-charging station in Toyota's exhibit area, guests could juice up their phones and watch commercials for the brand on Apple desktops.
Photo: Jenny Berg/BizBash
Toyota at the Chicago Auto Show
To showcase its Star Safety System, Toyota had a driving safety simulator that let show attendees attempt to navigate a virtual off-road terrain without the system—and with plenty of bumps and jostles. A smoother ride showed consumers what driving would be like with the safety system.
Photo: Jenny Berg/BizBash
Toyota at the Chicago Auto Show
Also included in Toyota's 45,070 square feet of exhibit space was a Nascar garage that held retired racing vehicles, which guests could sit in.
Photo: Jenny Berg/BizBash
Chevrolet Volt at the Chicago Auto Show
The exhibit area for Chevrolet's eco-friendly Volt had a photo booth. Guests could have their pictures snapped, share them on Facebook or Twitter, and then wait for the photos to show up on a towering screen at the center of the space. While they waited, they watched commercials for the car.
Photo: Jenny Berg/BizBash
Chevrolet Sonic at the Chicago Auto Show
Perhaps the artiest activations were those devoted to Chevrolet's Sonic vehicle. Included in the exhibit space was a dry-erase marker wall where show attendees could fill in Mad Libs-style postcards that started with "Check out my new ride! I call my new Sonic [Insert Name]."
Photo: Jenny Berg/BizBash
Chevrolet Sonic at the Chicago Auto Show
At another activity station in the Sonic area, guests could design their own buttons.
Photo: Jenny Berg/BizBash
Chevrolet Sonic at the Chicago Auto Show
A station called "Sonic Boom" let guests compose their own electronic DJ beats.
Photo: Jenny Berg/BizBash
Chevrolet Sonic at the Chicago Auto Show
After composing and recording, guests could share their DJ beats on Facebook, text them to friends, or turn them into mobile ringtones.
Photo: Jenny Berg/BizBash
GMC at the Chicago Auto Show
In a cabin-like exhibition area, GMC displayed its new paint colors amid a pile of logs.
Photo: Jenny Berg/BizBash
Cadillac at the Chicago Auto Show
Cadillac displayed its engines in a museum-like display that let guests press buttons to hear voice-overs on particular engine features.
Photo: Jenny Berg/BizBash
Cadillac at the Chicago Auto Show
Cadillac also doled out pink slippers and offered foot massages for guests tired from strolling the vast trade show floor. Guest stood in a long line to take advantage of the luxurious perk.
Photo: Jenny Berg/BizBash
Lincoln at the Chicago Auto Show
Lincoln's exhibit had the inviting look of a modern living room, with sleek sofas and an overhead chandelier that expanded and contracted.
Photo: Jenny Berg/BizBash
Lincoln at the Chicago Auto Show
The chandelier expanded to become a very large ball, then contracted again. The moving fixture was visible from far away and drew guests closer to find out what it was.
Photo: Jenny Berg/BizBash
Hyundai at the Chicago Auto Show
Hyundai brought back its performance stage, which let guests pose in front of the automaker's logo with rock instruments then receive a commemorative photo that was printed out on site.
Photo: Jenny Berg/BizBash
