“the world’s largest canned food sculpture.”
Here at Marketing Pilgrim we like to give our readers some exposure to unconventional uses of social media. Let’s face it, there are so many things that can be done with social media but we often get caught up in what is considered normal. Here’s a look a something different.
John Deere is one of the most iconic American brands there is. The green and yellow logo is known by most whether you grew up in the country or the city. It’s just one of those brands that gets noticed and remembered. Of course, in the Silicon Valleyized world of social media it’s hard to imagine that a company more known for its reputation with farmers is taking advantage of the online space.
The company is relatively new to the social media realm but they have come up with a unique way to promote their brand, do something very different and, ultimately feed people who are struggling. It’s called Project Can Do and the company will be constructing a model of a John Deere combine using canned food. While that is certainly different, the end game is that about 300,000 cans of food which will then be used to help stock the River Bend Foodbank in Moline, IL.
We conducted an e-mail interview with Nicole Schneider, project manager, communications for John Deere Agriculture & Turf, and Richard Williamson, project manager, art director, John Deere Agriculture & Turf. They are the Project “CAN DO” leaders.
How long has this idea been in planning?
The idea was generated through a brainstorm around the launch of the new John Deere S-Series Combines in earlier 2011. Coming out of ideation, we realized that this was an opportunity to do much more than promote new equipment; it was a chance to celebrate the important role of the farmer to help meet global food demands and to give back to the community. Celebrating the relationship between us, the farmer, the land, and the community.
What people in the organizations are responsible for various aspects of the project?
We have the responsibility and are supported by many internal and external champions – including more than 450 volunteers – all helping to make this full-sized combine structure come to life.
How are you measuring success from the business side of this?
Read more . . .
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