Shell Rotella.

At the Mid-America Trucking Show in Louisville, Kentucky, Shell Rotella partnered with Gravit8 to create an engaging way to educate visitors on the benefits and differences between their engine greases and coolants. The aim was to transform technical product information into an interactive experience that would attract attention and encourage hands-on exploration on a busy exhibition floor.

The 2026 show marked the third edition of the object recognition table, originally introduced three years prior and enhanced year-on-year. Its continued use demonstrates the long-term value of the solution, with each iteration building on previous success to deliver even greater engagement and impact.

Shell Rotella needed a creative and innovative way to present detailed product education in a format that felt accessible and enjoyable for visitors. The experience needed to simplify product comparisons, encourage active participation, capture visitor data, and stand out within a highly competitive show environment.

Gravit8 developed an interactive object recognition table that used physical bottles of Shell Rotella products as touchpoints for discovery. Visitors placed a product onto the table to instantly reveal tailored digital content, allowing them to browse key benefits and compare products at their own pace.

A wall-mounted screen extended the experience by displaying an enlarged version of the content currently open on the table, creating a seamless multi-user interaction that drew attention from across the stand.

To further increase engagement and support data capture, the experience included an interactive quiz. Visitors could test their knowledge while learning about the differences between Shell Rotella products, turning technical education into a rewarding and memorable activity.

The quiz element provided Shell with valuable insights while reinforcing key product messaging in an accessible way.

The key takeaway from this project is the power of combining physical interaction with digital content to simplify complex messaging and drive engagement. By transforming technical product information into a hands-on, intuitive experience, Shell Rotella not only captured attention on a busy show floor but also created a more memorable and effective way for visitors to learn. The continued evolution of the object recognition table over three years further highlights the long-term value of investing in scalable, reusable interactive solutions that can be enhanced over time to deliver even greater impact.