How John Deere Used Giveaways for Lead Generation
Posted by Magdalena Georgieva on Tue, Jul 05, 2011 @ 08:18 AM
John Deere is the world's leading manufacturer of farm equipment. In the fall of 2010, the company launched a giveaway campaign, in which the prize was one of its tractors customized by a famous automobile designer.
“In a departure from traditional equipment promotions, John Deere has launched its unique Big Buck customized 4020 tractor giveaway, as well as significant purchase incentives on utility tractors for customers for the end of 2009 and into 2010,” read the press release announcing the campaign. John Deere invited automobile designer Chip Foose, the star of TV show Overhaulin', to customize a classic John Deere 4020 Tractor. A series of brief videos followed the overhaul process.
The first episode reveals the moment when Chip first sets his eyes on the John Deere 4020 Tractor. This video, which now has more than 13,000 views, ends with a call-to-action—“Win a Classic 4020 Tractor customized by the legendary Chip Foose! Register to Win at Your Local Dealer.”
The giveaway lasted four months and resulted in thousands of people registering to win the unique tractor (and many more following the design process online). The tractor also participated in a national tour called the Drive Green caravan which allowed people to view the equipment in person.
So what was John Deere trying to accomplish with this giveaway campaign? According to Tara Litzenberger, a communications expert at John Deere, one of the company's goals was to reach out to people in a more unorthodox way. No doubt, this goal was met as the giveaway story was covered by Jalopnik, Autoblog, BangShift and Car and Driver.
John Deere invested in remaking the tractor and partnering with a popular automobile designer. As a return on its investment, the company received tons of media coverage, popularized its brand and created remarkable content that is going to stay online and keep delivering promising results. Conceptually, John Deere created a unique mix of traditionally agricultural equipment and pop culture. What is more, the company built a huge following and generated leads as thousands of people signed up for the giveaway.
Takeaway for Your Manufacturing Company:
Creative giveaways expose your company to many coverage opportunities and can be become effective lead generation tools. Even if you aren‟t in the manufacturing industry, hold a brainstorming session to transform your product into a concept that excites people and grows your reach both online and offline.
Note: This post is a chapter in the eBook, 11 Examples of Online Marketing Success.