Rock Products

JUL 2017

Rock Products is the aggregates industry's leading source for market analysis and technology solutions, delivering critical content focusing on aggregates-processing equipment; operational efficiencies; management best practices; comprehensive market

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60 • ROCK products • July 2017 www.rockproducts.com LAST CALL A Cat excavator is next in line to carry on the tradition of Cat equipment appear- ing on the big screen when it joins the team of hero robots in the highly antic- ipated film "Transformers: The Last Knight," directed by Michael Bay. Audiences will spot the Cat excavator among the vehicles hiding in an auto salvage yard along with Cade Yeager (Mark Wahlberg) and a group of the heroic Autobots. Speaking on the excavator's movie appearance and shared attributes between Caterpillar and the Trans- formers films, Jessica Nunley, global marketing innovation manager for construction equipment at Caterpillar, commented that both brands are well aligned. "The attributes associated with the Transformers movie franchise – strength, loyalty and protection – line up perfectly with the Caterpillar brand," she said. "The Autobots take on the role of partners who help the movie's hero rise to the challenge, and Caterpillar views our customer partnerships the same way. As we develop new products for the jobsite of the future, we're all about transformation. We want to help our customers change the construction industry for the better." The Age of Smart Iron offered by Cater- pillar transforms jobsites by allowing entire fleets to speak the same language and introduces machine advancements faster and more frequently than ever before. "Through the integration of Cat Connect technologies, such as LINK, GRADE, PAYLOAD and DETECT, Caterpillar is changing the way the construction industry can increase productivity, achieve efficiency gains and protect the safety of workers on the jobsite," said Kurt Norris, global marketing manager, Global Construction & Infrastructure division. "We have entered the Age of Smart Iron and I can think of no better way to exemplify this paradigm shift than to join forces with the iconic Transformers movie franchise in the film 'Transformers: The Last Knight'." Rise to the Challenge "Every day, Cat equipment rises to the challenge to help customers overcome their trials – tough conditions, impossible deadlines and the never-ending fight to grow margins," the company said. In conjunction with the movie release, Caterpillar has launched a website to release information related to Cat equipment and the movie. At www. werisetothechallenge.com, custom- ers can find "Transformers: The Last Knight" movie trailers as well as down- loadable ring tones and wallpapers. Subscribers to the online newsletter will receive details about the movie and Cat equipment. Site visitors can enter a hat giveaway beginning July 1 (while supplies last), and also enter a sweep- stakes to win a Cat toolbox beginning on August 1. A Cat Excavator Stars in "Transformers: The Last Knight" By Mark S. Kuhar

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