Lang Diesel, Inc.

Challenge

Flint Group has long been a marketing partner with American agricultural equipment manufacturer AGCO. In fall 2016, AGCO dealer Lang Diesel Inc. decided to boost social media engagement with a Facebook contest. Lang Diesel came up with “On the Farm” Karaoke Contest, a spinoff of the carpool karaoke videos taking the internet by storm, and contacted Flint Group to help bring the idea to life.

Solution

The “On the Farm” Karaoke Contest encouraged fans to record and upload a video of themselves singing their favorite song in their equipment cab for a chance to win an Arctic Cat ATV. Facebook users voted to narrow entries to five finalists, and a panel of judges chose a winner.

Our team provided creative and content development, social media support, press release development, and media outreach and event support at the Kansas State Fair, where fans were invited to jump in a tractor and record and upload their video on the spot.

Flint Group and Lang Diesel secured agricultural YouTube sensation Peterson Farm Bros to record a promotional video to introduce the contest.

Results

The promotional video garnered more than 43,000 unique views, and leveraging Peterson Farm Bros’ influence, the contest reached nearly 120,000 people.

During the Kansas State Fair, the band of country star Jake Owen stopped by Lang Diesel’s space and recorded a video that reached almost 13,000 people with more than 5,000 unique views.

Overall, the contest drew 29 entries and reached more than 215,000 people. And with boosted posts, Lang Diesel consistently reached an audience of 3,000 to 4,000 fans. The LDO Facebook page also gained nearly 1,000 new likes through the promotion.

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