Every January in Las Vegas, the Consumer Electronics Show (CES)–the world’s largest tech trade show–offers brands the opportunity to showcase the most innovative emerging products and technology on earth.
We were on the ground at the four-day event to scope out the show’s most dazzling activations. Here’s our roundup:
Panasonic utilized the color green–specifically, its GREEN IMPACT experience–to attract attendees into its booth. The immersive, interactive VR journey invited visitors to complete digital quests and heed calls to action to highlight its climate crisis solutions. The Japanese tech giant’s sponsorship portfolio includes over 60 partnerships, among them the Olympic and Paralympic Games.
Tokyo-headquartered Mitsubishi Electric’s vision of a “Smart Society” future–the theme of its CES exhibition–included remote-controlled delivery robots and semiconductor solutions for next-generation technologies for easier, sustainable living. The company sponsors seven teams within the Nippon Professional Baseball league in Japan.
LG Electronics enjoyed a banner year at CES, winning 28 CES Innovation Awards–10 of them for OLED TVs. Esports teams comprise 22% of the South Korean tech titan’s sponsorships.
John Deere won two CES 2023 Innovation Awards: Best of Innovation in Robotics and Honoree in Vehicle Tech & Advanced Mobility. Its fully autonomous tractor, which could be controlled from a smartphone, amazed attendees and the agriculture industry alike. The Moline, Illinois-based company has over 130 sponsorship and media deals, 24% of which are in MLB or MiLB.
HD Hyundai’s CES activation–which showcased Avikus AI, its autonomous navigation technology for watercraft vehicles–was a reminder of the brand’s mission to become the most innovative solution provider in shipbuilding, offshore engineering, energy, and industrial machinery. The activation at CES was the company’s only recent partnership.
Marine recreation leader Brunswick made a splash with its first commercial model of the Mercury Marine’s Avator 48V electric series, as well as Navico Group’s new e-power system.
Caterpillar’s booth showcased the largest vehicle at the entire convention: its fully autonomous, 100-ton Cat 777 off-highway truck, which has operated in the most extreme environments without a driver on board for nearly a decade. A deck atop the booth allowed attendees to admire this engineering marvel from above. The world’s leading manufacturer of construction and mining equipment has over 20 sponsorships, including league deals with MLS and the NHL.