Betsy Flaherty
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  • In 2018, we released the big driver. The club head is the size of a mini van! We thought in 2019, it could use a little brother and this time we wanted something for spectators to be able to get in and try.

    In 2018, we released the big driver. The club head is the size of a mini van! We thought in 2019, it could use a little brother and this time we wanted something for spectators to be able to get in and try.

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  • John Deere asked employees their ideas and two were brought to life in 2019. This seeding equipment was made into a cooler for golfers to grab a cold beverage while on the driving range.

    John Deere asked employees their ideas and two were brought to life in 2019. This seeding equipment was made into a cooler for golfers to grab a cold beverage while on the driving range.

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  • This forestry employee thought the tracked feller buncher could serve to replace the flag stick.

    This forestry employee thought the tracked feller buncher could serve to replace the flag stick.

  • On the driving range at TPC Deere Run, we gave golfers some iconic John Deere tires as target practice.

    On the driving range at TPC Deere Run, we gave golfers some iconic John Deere tires as target practice.

  • To provide relief for spectators, we developed several benches using John Deere seats from our equipment and made sure to add an element of shade too.

    To provide relief for spectators, we developed several benches using John Deere seats from our equipment and made sure to add an element of shade too.

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  • On the 18th hole, our rugged gator intimidates golfers going for the green.

    On the 18th hole, our rugged gator intimidates golfers going for the green.

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  • John Deere awarded three Power for Good scholarship and gave them a VIP experience during Classic week.

In 2018, we released the big driver. The club head is the size of a mini van! We thought in 2019, it could use a little brother and this time we wanted something for spectators to be able to get in and try.
John Deere asked employees their ideas and two were brought to life in 2019. This seeding equipment was made into a cooler for golfers to grab a cold beverage while on the driving range.
This forestry employee thought the tracked feller buncher could serve to replace the flag stick.
On the driving range at TPC Deere Run, we gave golfers some iconic John Deere tires as target practice.
To provide relief for spectators, we developed several benches using John Deere seats from our equipment and made sure to add an element of shade too.
On the 18th hole, our rugged gator intimidates golfers going for the green.
John Deere awarded three Power for Good scholarship and gave them a VIP experience during Classic week.

John Deere Classic

John Deere

John Deere won the Best Title Sponsor Integration for the 2019 Classic with shock and awe interactive equipment displays.  The goal was to fully activate the long-standing sponsorship, while reaching a younger demographic.  We pulled out all of the stops to break the stereotype of "Grandpa's tractor company".

Results:

  • 79.7M impressions from PR, Social & "Rented Content"
  • Tripled earned media coverage YOY - 124 placements
  • 50.2M impressions 
  • More experience the Classic through PR & Social then broadcast 
  • 4.6M reached with paid social (63.5% under 35 years)
  • 1.8M households tuned in for the final round 
  • 3.1M impressions through partnerships with:
    • Ping
    • Bridgestone
    • Dustin Lynch
    • PGA TOUR
    • John Deere Classic
    • The First Tee
    Tagged: Special Events Community Partners Branding Public Relations Social Media Creative New Products Merchandise Communications