John Deere: The star of CES was an autonomous tractor. Seriously.

John Deere, an agriculture equipment company, revealed its first autonomous tractor at a press conference during CES 2022 Media Day to reach technology and mainstream media, and hold interviews.

Summary Document

John Deere (Deere) knew it would launch its first autonomous tractor in 2022 – but not where or when. For Deere and other agriculture equipment companies standard practice was to reveal new tractors only to agriculture audiences at farm events. This time, Deere wanted to do things differently. Racepoint Global (RPG) and Deere developed a plan to reveal its first autonomous tractor during the CES 2022 Media Day. With the right strategy, this announcement would reach media and investors and captivate the technology industry, too.

The Assignment

Deere is focused on being viewed as an innovative tech company...

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