Ingredion South Sioux City Plant Virtual Opening

Ingredion was opening a pea protein plant in South Sioux City, Nebraska. They were planning an in-person event – then COVID-19 hit. Stein IAS helped them create a virtual event that combined the best of in-person and digital. It even included a 360-degree virtual tour of the plant. The result? 3.25X more attendance versus expectations for the in-person event.

Challenges

Ingredion was opening a pea protein plant in South Sioux City, Nebraska. They were planning an in-person event – then COVID-19 hit. Stein IAS helped them create a virtual event that combined the best of in-person and digital. It even included a 360-degree virtual tour of the plant. The result? 3.25X more attendance versus expectations for the in-person event.

Objective

• Show the industry just how impressive

this new facility is

• Demonstrate their leadership and

capabilities in the space

• Help the sales team make connections

Strategy

While it was clear that Ingredion needed to pivot to a virtual event, the pivotal question was, ‘what kind of event’? The insight developed by Ingredion and its agency partner took into account that in-person events are highly personal and focused but are often bloated and linear. Digital events are more flexible and time-efficient but relatively flat and full of distraction and frustration. The strategy decided upon: create an event that would be the best of both worlds.