In the first week of April 2011, John Deere launched a new website - called "Unlock" - with fun interactive tools designed especially for the newest versions of the company's agricultural equipment.
The web address for the site is JohnDeere.com/unlock. Its goal is to give crop farmers an early look at the John Deere 7R Tractor, as well as 2011-model combines and other equipment.
Updated at weekly intervals, one of the site's main features is a series of webisodes that will show details of the new 7R Tractor and Deere combines in the coming months. The first installment spotlights the Guettermans of eastern Kansas, farmers who are in the market for a new row-crop tractor.
The site's visual concept is a based on a desk - with notepads, pens that draw machinery designs, and even a coffee mug. "We wanted to create a continually fresh, novel platform that is entertaining and gives growers unique insight into our new equipment over several months leading up to the launch," related David Pauli, advertising manager for large agricultural equipment at John Deere.