“VIN to Win”: 18,000 customers engaged for 6 months as agricultural equipment giant AGCO gamify after-sales
Success Stories
AGCO Corporation is one of the largest manufacturers and distributors of agricultural equipment in the world.
Founded in Duluth, Georgia, United States in 1990, AGCO designs, produces, and sells a broad range of farming equipment through its portfolio of trusted brands, including Fendt, Massey Ferguson, Valtra, and many others. Whenever you see a tractor in a field, there’s a fair chance it’ll bear the badge of one of AGCO’s brands.
The challenges
AGCO was looking to raise brand awareness while learning more about their customers. Achieving these lays a foundation for nurturing customer relationships, increasing sales, and increasing the use of brand-approved dealers for parts, repairs, and servicing.
🎯 Their goals include:
- Learning how their customers interact with their products
- Engaging and rewarding customers to foster loyalty
- Promoting their brands
📱 Games and gamification experiences “by Drimify”
AGCO opted to use Drimify to offer their customers a quid pro quo on a continental scale: Fendt, Massey Ferguson, and Valtra owners were invited to tell AGCO about their machines in exchange for access to a series of monthly online games for chances to win prizes. They ingeniously called it “VIN to Win” – with VIN referring to the vehicle identification number of their tractors, which they’d need to submit as part of their entry to the experience.
This was 3 separate campaigns for the 3 different brands. In all cases, customers were given access to a new instant win game each month, running for 6 months.
Long-term engagement conditions audiences and fosters loyalty 📈
Each game offered AGCO machine owners the chance to win prizes like branded overalls and collectible model tractors. For each participation, users were allocated a golden ticket for a grand prize draw at the end of the campaign – the more tickets, the more chances to win.
The big prize on offer for the overall winners was a complete refurbishment of their machine, with runners up receiving premium toolkits worth over €3,000.
A multilingual platform for a global audience 🌍
AGCO created and cloned their campaigns to deliver them in English, French, Spanish, and German, and in the case of the Valtra campaign, Finnish, as the brand is based in Finland.
By having multiple versions of the 3 campaigns to cross language barriers, all united by the golden ticket idea, they were able to more effectively appeal to a broad section of their global customer bases.
Results and KPIs
Key figures 🚀
- 60,130 unique views across all languages and all 3 campaigns
- 18,481 total finishes of all 6 instant win games over the 6 months
- 24,399 starts which includes players who completed some instant win games, but didn’t necessarily complete all of them
Objectives achieved 😎
- Extensive qualitative zero-party customer data acquired from more than 24,000 customers engaging with their campaigns and telling AGCO about their product and how it fits into their work
- Customer relationships strengthened on a global scale through a long-term and innovative after sales campaign
Vin to Win has been a six-month initiative designed to build and strengthen relationships with […] owners, and I feel it’s been a real success. Thank you to everyone who entered, played the instant win games, and spread the word.
Jen Reid, AGCO’s Aftersales Marketing Manager
I had literally just stepped off my MF 5455 after a long day when I received the call about winning the ultimate refurb for it from MF. Honestly I thought someone was pulling my leg at first, but I’m delighted to have won! This tractor has been a gem – we’ve had it since new and spent 18,000 hours working with it so winning this prize will give it the new lease of life it deserves.
Robert Bowyer, winner of the Massey Ferguson grand prize
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