John Deere: Harvest Time AR Filter
How creating the excitement of harvest connected with 2 million users.
SILVER – KANSAS CITY AMERICAN ADVERTISING AWARDS
Farmers are naturally competitive. Every season is an opportunity to best the previous year’s production. With this AR filter, we were able to leverage that competitive spirit, allowing farmers to challenge themselves (and their friends) through a game that marked the first of its kind.
Developed in-house through Meta Spark Studio, Harvest Time gamifies the most important time of year for farmers, allowing users to experience the excitement of harvest in a race to see who can haul in the most bushels in 45 seconds. And to top it off, the selfie share function at the end allowed users to tout their high score on social channels.
Since its launch, Harvest Time has connected with more than 2 million users, generating nearly 20 million acres harvested, and increasing John Deere’s positive sentiment by more than 325%.