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In conjunction with the release of Mathematica 3, Wolfram Research came up with a novel way of bringing the power of the new product directly to its customer base. The Mathematica EmPOWERment Tour MathMobiles--elaborate, colorful trucks and trailers equipped both with on-board computers for interactive software demonstrations and with exterior video displays--toured corporations, research facilities, and academic institutions throughout the U.S. and Europe. From Fall 1996 through 1998, the MathMobiles brought exploration of Mathematica 3 features and benefits to the doorsteps of many existing users and future buyers through their unique design and demonstration capabilities.