Event Marketer Spring 2022 - 21

CES
SK TELECOM
Wireless telecom company SK's 2030 SK
Net-Zero booth was one of the most talked-about
spaces at the show. The brand
leaned into its sustainability goals to power
its on-site presence, introducing next-gen
technologies that reduce power consumption,
like AI semiconductors and single
LAN, and information and communications
technology (ICT) services that can
reduce carbon emissions in daily life.
Attendees first entered a forest-themed
pavilion lined with trees and other greenery
where they picked up headsets and listening
devices that guided them through SK's
products and sustainability initiatives. They
could check out the brand's electric vehicle
battery, eco-driving platform and battery
analysis solution displays, among an array
of offerings. Attendees could also interact
with a Happy Habit machine showcasing a
collaborative environmental conservation
effort centered on the usage of reusable
cups.
Next, attendees stepped into a massive
space where they were immersed in mesmerizing
wall-to-wall and floor-to-ceiling
projections of natural landscapes, illustrating
the steps the brand is taking to become
more eco-friendly, and further brought to
life with audio of water, wind and rustling
leaves. Upon exiting, attendees returned
their headsets and listening devices and
had an opportunity to interact with vending
machines dispensing small takeaways
(Agency: MC²).
JOHN DEERE
John Deere returned to CES with a shiny
new product: a fully autonomous tractor
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SPRING 2022 EVENT MARKETER
21
that is ready for large-scale production
and will be available to farmers later this
year. The tractor, which is designed to meet
the fast-growing global food demand, was
revealed at the brand's official CES press
conference, where attendees received a QR
code that could be scanned to view the vehicle
in augmented reality (the QR code was
also available in the brand's booth).
In addition to the press conference
and participation in three CES panels, John
Deere offered experiences at its booth located
just outside of the Las Vegas Convention
Center. There, attendees could see, and even
step inside, the new autonomous tractor,
which featured a massive screen behind it
showing farming landscapes. There were
also plenty of interactive educational demos
showcasing the brand's work across data,
autonomy, AI, GPS and beyond, as well as
a VR dome where attendees could learn in
a way that was more COVID-friendly than
sharing VR headsets.
" Tireside Chats " featuring John Deere
experts discussing key technologies and
how they impact the agriculture industry
were also part of the booth experience.
Rounding out the brand's offerings were
branded hat giveaways and a larger-than-life
tractor tire that served as the perfect Instagram
backdrop (Agency: MC²).
SURROUNDED: SK Telecom
enveloped CES attendees in floorto-ceiling
projections that told its
sustainability story.
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Event Marketer Spring 2022

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