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. The concept: a fully functional, truck-sized claw machine where players could retrieve giant prize boxes from the bed of a pickup truck. The challenge was to turn this larger-than-life arcade idea into a real, interactive experience. It needed to operate safely, reliably, and continuously outdoors for all ten days of the event.
What We Did
The Solution
Our team engineered a custom-built claw machine structure 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 controlled the claw through a steering wheel console designed to simulate the experience of driving the truck. The control station included accessibility features such as a wide entry ramp and a sliding seat that could make space for wheelchairs. Bold graphics, integrated lighting, and custom signage helped draw attention from across the midway. The result was a crowd-pulling, highly shareable activation that drove engagement and reinforced GMC’s brand presence at the Calgary Stampede.
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