John Deere: Seeing Farm Tech in Action Through Virtual Reality

John Deere, a manufacturing company, promoted its brand as a technology company by sending virtual reality mailers to the media during the virtual CES event to gain press coverage.

In its mission to be accurately perceived as a technology company, John Deere (Deere) had already begun planning its CES 2021 booth in early 2020. A tractor and planter would be in the middle of the South Hall booth catching the eye of anyone walking by and all the media who had scheduled interviews with the company. There would be a series of demos showing people all the technology that was used to plant every individual seed. There would even be a station where media could pick up the different seeds – from corn to cotton – where they would...

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