Fun games, an essay contest and a bucking bull photo op are just some of the new engagements on this year’s Tractor Supply Fair Tour and Experience, an interactive mobile tour making its way to the country’s two largest state fairs in Minnesota and Texas, among other stops. Tractor Supply Company is a chain of stores that sells products for home improvement, agriculture, lawn and garden maintenance as well as livestock, equine and pet care. Curiously, it doesn’t sell tractors—but it is selling fairgoers on its products in a fun, family-friendly way at 19 stops across 13 states. Running through October, the tour is expected to reach thousands of attendees face-to-face with almost 300 million impressions.
“It’s hard to compare an experience with getting a sales flier, so this is something that [attendees] have, the photos that they get with their families, the giveaways that they get, the prizes that their kids win are so meaningful and impactful,” says Diane Bollig, store marketing manager at Tractor Supply. “And it’s a great way to give back to those communities that know and love Tractor Supply.”
Corral fencing surrounds Tractor Supply’s 60-foot by 40-foot open-air footprint, and the entrance resembles an oversized red barn face. Inside activity stations continue the farm theme. In a new Purina: Feed the Animals game this year, guests toss Purina-branded bean bags into the “mouths” of animals that make barnyard animal noises when fed. There’s also a new bucking bull photo op, which takes place on a taxidermied rodeo bull who was named Moose following a social media contest the first week of the tour. Other activities include a “pig” lasso game, dancing, hog calling, chicken clucking and an old-fashioned high-striker game where attendees show their strength as they try to ring the bell.
A Great Neighbor essay contest, open to 4H and FFA members, recognizes five winning entries on stage at each stop. Attendees also can register to win a variety of prizes including a $1,000 Tractor Supply gift card, $150 in Carhartt clothing, a year’s supply of Purina Pro Plan dog or cat food, Ariat boots and more.
“You’ll see in our footprint a lot of the products that we have in-store to represent the different things that we carry in a fun and engaging way without being sales-y,” adds Bollig. Agency: Pro Motion, Chesterfield, MO.