Seeding Success: Bayer Crop Science’s Multi-Brand Experience at Farm Progress Show
For over 50 years, Farm Progress Show has connected an international community of farmers with the leading companies in agriculture. Attracting between 150,000 and 200,000 attendees, of which 96% work directly in farming, Farm Progress Show produces the exact audience Bayer Crop Science and its portfolio of brands want to connect and engage with.
OBP’s mission for the show was to coalesce the multiple brands of Bayer Crop Science into a singular experience without sacrificing individual brand integrity. We set out to create an engaging event that built relationships and allowed customers to engage with products through hands-on opportunities.
Maximizing the 2.5-acre footprint, our team helped create and execute two different activations packed with engaging brand experiences and one-of-a-kind crop demos. Through the cohesive theme “Acres of Potential,” we effectively created a multi-brand, singular experience. The theme was designed to help attendees realize the potential of their fields when using Bayer’s full portfolio of products. Hands-on engagements were created for each brand, and by using the Bayer Events app to scan each associated QR code, guests could earn and redeem prizes.
“Acres of Potential” was a great success.
- 80% increase in app registrations from 2022.
- 57% of Bayer Events app users opted in for future communications (critical in that within 90 days of the show, growers will make 80% of their decisions for the upcoming year).
- 25,000+ engagement scans using the app.
- 39 minutes of total dwell time.
- Nearly 70% of attendees visited five or more brand sections.
- 1 million+ social impressions.
- Around 120 media interviews.
- 120 million earned and paid media impressions.
