Event Marketer Summer 2023 - 54

BEST MOBILE MARKETING
TOUR (CONSUMER)
EX AWARD WINNER
CAMPAIGN: Creators Wanted Tour
CLIENT: National Association of
Manufacturers
PARTNER: Advoc8
By 2030, manufacturers will need to fill 4
million jobs, yet in 2020, they were on track to
fill less than half of them. Research from the
National Association of Manufacturers (NAM)
showed that parents are the biggest influence
on their children's career choices, and only 27
percent of parents had a positive perception
of manufacturing. As a result, young people
tend to share their parents' view that
manufacturing jobs are " dirty and dangerous, "
but this is the demographic manufacturers are
trying to recruit.
Thus, NAM and its nonprofit partner,
the Manufacturing Institute, launched a
nationwide Creators Wanted campaign to
set the record straight and engage a new
generation of manufacturers. Creators Wanted
brought a hands-on experience of modern
manufacturing to communities across the
U.S., allowing students, parents, teachers and
policymakers to understand the opportunities
offered by today's manufacturing careers.
A 53-foot custom trailer housed a fiveroom
experience that brought manufacturing's
innovation and cutting-edge tech off the
factory floor and on the road to excite, engage
and empower. Attendees who stepped inside
the escape room-inspired space worked
together to bust myths, solve riddles and
break codes. To complete the timed challenge,
participants needed to employ the top skills
most often used by manufacturers while on
the job: teamwork, creativity, imagination and
problem solving.
The experience was built around NAM's
research data, taking users on a journey that
started with dismantling common myths
about manufacturing and ended with an AR
interaction that transported participants to
the future of manufacturing. The Code Room
was a glossy black space covered in backlit
lines of code that made attendees feel like
they had been transported inside a computer.
Participants had to solve four riddles on tablets
placed around the room to trigger a working
laser engraver in the center of the room to etch
a PIN needed to unlock the next room.
The Creators Lounge offered resources to
explore manufacturing careers and hosted
programming for attendees. Additionally,
local manufacturing partners joined NAM
at each tour stop, showing off their own
manufacturing innovations through demos
that included collaborative robots, unbreakable
window challenges, STEM activities,
specialized sports vehicles and even virtual
welding. Creators, assemble!
54
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Event Marketer Summer 2023

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