Two days at the booth. A calendar’s worth of content.

Events like this drench your client in to-do’s: Is the booth ready? Did the CEO prep their press talk? Were the sandwiches veggie or vegan? With so much focus on execution, it’s easy to overlook the bigger content opportunities happening all around you.

With a proactive content plan, we helped Thermo King make the most of having the right people and brand-new products in one place. In just two days, we captured interviews, b-roll, product close-ups, live videos, timelapses, and even squeezed in last-minute video requests (for the hefty price of one veggie sandwich). 

This resulted in a wealth of content to share, either live from the booth or to leverage in long-term content planning. In total, we collected enough footage to repurpose in the next half year of Thermo King’s content calendar, which includes:

• Products launch videos
• Thought leadership content
• Blog articles
• Mailings and newsletters
• Social media posts
• Employee updates
• Interactive landing page

Just those two days of shooting at the booth resulted in over 20 videos, articles, live updates and ambassador posts. Socials during the event scored 8% higher on engagement and got 25% more views than usual, boosting Thermo King’s number of followers on LinkedIn.

Today, 3 months after IAA Transportation, we’re still using product imagery and footage on organic and campaign level. 

And that’s how a cheeky self-invitation led to a calendar’s worth of content.