GMC Pickup Claw Machine Midway Game
the project
In 2023, GMC set out to refresh their midway-style game at the Calgary Stampede with an activation that would stand out, drive foot traffic, and encourage social sharing. Working with Momentum Worldwide, Exhibit Studio was challenged to build a fully functional, truck-sized claw machine where players could retrieve giant prize boxes from the bed of a pickup truck using a custom control station. The build needed to operate safely, reliably, and continuously outdoors for all ten days of the event.
GMC also required supporting displays adjacent to the midway tent, including large-scale truss backdrops, concealed power supply enclosures, and freestanding signage.
What We Did
The Solution
Our team engineered a custom-built claw machine using a modified gantry crane sourced from Kristian Electric, adapting it to support a fully operational claw suspended above a truck bed filled with oversized, branded prize boxes. Visitors control the claw through a steering wheel console designed to simulate the experience of driving the truck.
The first version of the control station, built in 2023, was a walk-up design with a wide entry ramp. In 2025, we added a GMC leather truck seat that slides forward and back, creating a more immersive "driver's seat" feel while also improving accessibility. We further refined the control station to resemble the interior of a Denali cab, from the structural build to the vinyl detailing with the addition of larger screens.
To complete the stage, we coordinated the full setup, including side covers, rental flooring, and a branded backdrop with sidewalls that doubles as a locking staff lounge and storage area. Custom vinyl banners create a vibrant backdrop, paired with brushed ACM letters and red LED edge lighting. Other stage features include a custom prize counter, live-view monitors mounted on custom truss stands, and rental stanchions and freestanding sign displays.
As part of the midway environment, we enclosed the power transformer within modular wall frames featuring a locking door and vibrant graphics. Our team also provided and installed additional truss backdrops, secured with concrete blocks and straps, along with extra display touches such as a campfire zone in 2024 and 2025.
From game programming and wiring to custom builds and rental inventory, we support this midway activation every year — handling structural design, fabrication, and installation from start to finish.
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