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Viral Now: CAT machines play massive Jenga Game

By Saumya Tewari , afaqs!, New Delhi | In Digital | May 05, 2014
Heavy equipment manufacturer Caterpillar did a jaw-dropping stunt and played the world's largest game of Jenga with massive wooden blocks weighing more than eight tons in all.

Jenga is a timeless game of removing one block at a time from a tower of wooden blocks, and attempting to balance that block on top of the increasingly unstable structure. It tests the player's stamina, hand-eye coordination and decision making skills.

The CAT video

US-based heavy equipment corporation Caterpillar Inc., also known as CAT, executed a series of short films under 'Built for It' campaign showing the strength and precision of its machines. The 'Stack' challenge, the first in the series, uses five heavy duty machines to play the Jenga game with 27 wooden blocks weighing 600 pounds each.

The machines create an outrageously huge Jenga game with CAT equipment, attachments and five operators. The film opens with the machines and a small stack of nine wooden rows which grows to 27 rows as machines put each block with high precision. The gigantic tower eventually crumbles while weighing a staggering 8 tons in the end with a message 'Designed to get it done. No matter, what 'It' is.'

As per reports, each block was sprinkled with wax to allow them to slide more easily.

The campaign posted on YouTube has so far fetched 1.7 million views as on Friday last week.

Caterpillar, as a brand, is attempting to loosen up and market its products through fresh ideas. This looks like an attempt in that direction. It is touted as the world's leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. The company has also been featured in the Fortune 500 list in 2009.

(Viral Now is a section about videos that are catching people's fancy on social media).

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