CASE STUDY –
Massey Ferguson Launches Windrower with Mobile
Challenge. MASSEY FERGUSON, the agricultural machinery company owned
by AGCO, needed to engineer a campaign for the launch or their revolutionary
Tier IV Windrower. Their goal was to create a viral buzz in the marketplace prior
to launch and delivery of this state-of-the-art machine.
Solution. Use mobile media to track, and add value to, the potential consumer
and to extend the brand beyond its current reach. Provide instant access to
information about the Windrower, and allow farmers to register to receive
additional information PRIOR to the launch right from their phone.
Consider this, 43% of farmers use smartphones (according to
Agriculture.com), after all they don’t work behind a desk. They are in the
field where wireless technology is their connection to the world. Yes, they
are a savvy bunch – tracking commodity markets, grain trades, and
monitoring the weather.
The Campaign. See photo below.
Beginning in June 2011, MASSEY FERGUSON, was rolling 12 prototypes
of the new state-of-the-art, completely re-engineered Tier IV Windrower off
the assembly line. While the new Windrowers were waiting on flatbeds to
be shipped around the country to key dealers for previews, they were
wrapped with a large custom fit red tarp. On the outside of the tarp, in
large bold white letters read: Curious? “Text Curious to 99699.”
As the machines were being moved all over the country to their temporary
destinations, the large red tarps moved through the heartland, stirring up a
viral buzz and speculation on industry chat sites. Once arriving at their
destination, some remained covered and strategically positioned on the
side of the road.
Pictures were posted of the red tarp-covered machinery and the industry
started to buzz in speculation. What were they saying? “Has anyone heard
anything about a new Hesston Windrower?” … “A friend sent me a picture
of a tarp covered Windrower that said text “Curious” to 99699…” “…Spill
the beans…”
Those “curious” enough, and there were thousands, used their
smartphone to text “Curious” to 99699. They instantly received a text
message reply containing a link to a mobile TextSite, containing teaser
tidbits about the next best thing in hay and an online mobile registration
form allowing farmers to sign up to receive more information.
Results.
In 90 days, 3500+ mobile website views opted-in to learn more, see videos and
testimonials. 19% of them filled out the online questionnaire right on their phone.
The average time spent on the site (with the brand) was 3 minutes 45 seconds.
When was the last time you had your customer’s attention for an additional 3:45
to listen to you talk about your product or service? People who have come in
contact with the original red tarps, which are moving down the road on a flatbed
somewhere in the American heartland, are sharing the mobile TextSite across
the US and into Canada.
Interested in learning more? Text Curious to 99699.
To learn more about how your business or organization can take advantage of
text messaging, custom QR codes and mobile web to reach your target
audience, visit https://mobilezen.com or call 877-229-9699.