Graybar

For 150 years, Graybar has provided logistics and problem-solving solutions, improving jobsite planning, and installation for projects both big and small. Each year, they attend the NECA convention as a premier sponsor. NECA, short for National Electrical Contractors Association, describes itself as “the voice of the electrical construction industry,” and their annual convention is one of the largest in the industry with over 10,000 attendees. Graybar decided to theme their 2018 NECA booth around their most recent large-scale success: the Minnesota Vikings’ U.S. Bank Stadium.

Graybar formed messaging and creative around their “Game-Changing Solutions,” and resolved to debut an impressive video case study to thousands of convention attendees. While a well-produced video would certainly allow the distribution leaders to showcase their services, increase sales potential and celebrate their success, Paradowski had something else in mind: An immersive 360-degree virtual reality experience of the Vikings’ new stadium.

Equipped with cameras, drones and a long list of questions, we flew to Minneapolis. Our team members returned with behind-the-scenes stadium footage and employee testimonials. Weeks later, the VR experience was ready for its big debut.

Using an Oculus Go headset and controller, contractors were virtually plucked from the NECA trade show floor and dropped at the 50-yard line of the U.S. Bank Stadium. Turning around, looking up, down, left and right, convention attendees were able to visit the field and explore various “hotspots,” such as data centers, Graybar’s prefabrication warehouse, wire rooms, and the Vikings’ team lounge. A total of seven videos existed behind each hotspot, celebrating Graybar’s role in the stadium with employee and contractor interviews, 360-degree footage and still photography.

For anyone afraid of losing their physical lunch in the virtual world, an iPad-friendly version of the experience was also made available. Utilizing the same coding framework, visual identity and videos, the iPad version allowed users to navigate the stadium with a swipe of their finger.

For every six minutes spent inside the virtual world, attendees would dedicate another two or three minutes to discuss the experience. This would often lead to conversations with Graybar representatives, networking with fellow installers and an increased participation at the in-booth presentation.

Following the event, Graybar was able to do what it does best: distribute. A custom URL was created and distributed to Graybar customers that could not attend the convention, as well as those that wanted to relive the experience from their own home. These individuals were given premium access to the stadium tour, where they could continue to discover Graybar’s game-changing services on their own time.

Estimated Total Project Budget: $103,105

Services rendered:

Oculus Go Native Virtual Reality Experience

Concepting

Creative (Copy + Design)

Photography and Videography

Interactive Development

Training

At-Event Moderation and Maintenance

Post-Event Optimization

360º HTML “Virtual Reality” Landing Page