This was the largest exhibit at the largest construction show in the world, ConExpo. It was used as a platform to launch John Deere’s “You’re on” campaign, which celebrates customers who have helped design its machines.So at the same exact moment those customers began appearing in ads and websites, they were also appearing live on stage, applauded by thousands. And social media tools were not only appearing online, but the entire booth was transformed into a social platform.More than 5,000 people attended the kickoff, 100,000 watched live on a webcast and more than 30,000 ultimately came to the booth. All of whom were constantly reminded that, “You’re on.”