Mack Trucks World of Concrete
Mack Trucks:
Building Heritage and Horsepower at World of Concrete exhibit
For Mack Trucks, World of Concrete is the single most important stage in the vocational truck market — drawing up to 60,000 industry professionals to Las Vegas each year. Mack needed an exhibit that did more than display trucks; it needed to capture 125 years of "Built Like a Mack" heritage while proving the brand's modern technology edge, all while generating measurable sales pipeline.
MIG designed a three-sided exhibit anchored by four vocational vehicles built for the concrete industry, including the Pinnacle bobtail and Granite mixer. The booth's centerpiece was an immersive recreation of 1900s Brooklyn — Mack's birthplace — featuring an arched entry, period brickwork, and a classic Model B truck staged beside a Brooklyn Bridge set piece that doubled as a private deal-closing space. Large-format overhead signage and an LED video wall extended Mack's presence across the show floor, while Chester the Bulldog, the brand's YouTube-famous mascot, drove foot traffic and social engagement throughout the event.
To prove impact beyond foot traffic, MIG layered two measurement systems: dedicated booth ambassadors who vetted and qualified attendees in real time, and heat-mapping technology that tracked dwell time and flow across the space. Together, this combination delivered Mack a verified increase in high-quality leads compared to prior years and gave the brand quantifiable data to refine future activations.
The result: a destination booth that turned a century of brand heritage into a modern, trackable business engine — and a template MIG continues to apply across vocational and industrial trade show programs. This experience was proudly designed and produced by Multi Image Group (MIG), Mack's exhibit partner for World of Concrete.
