You can bet the farm that consumers are paying closer attention to Tractor Supply Company now that the home improvement and agriculture chain’s Follow Us to the Fair mobile tour is in full swing. The brand is making stops at state and county fairs, in addition to Tractor Supply stores, across Michigan, Ohio, New York, Kentucky and Pennsylvania before making its final stop this October at the Tulsa State Fair in Oklahoma.
The tour, which consists of three graphically wrapped and branded vehicles, is Tractor Supply’s first bid in the world of experiential marketing and aims to celebrate the lifestyle and values of its rural customers. Spanning 2,400 square feet, the experience includes everything from hog-calling contests to square dancing to lug nut races atop a large central stage.
Inside the Tractor Supply barn, consumers are invited to play branded video games including “Lawn Racer” and “Sheep Herder,” register to win prizes and learn more about 4-H and FFA, a student organization for those interested in agriculture and leadership. Attendees can also take part in a photo activation by posing with the Purina all-animal band, or “cutting” a log with a chainsaw, and having the photos printed on-site.
The Follow Us to the Fair fan favorite, however, is the brand’s “lasso the pig” engagement. Teaming up with vendor partner Cub Cadet, Tractor Supply invites participants to sit on a Cub Cadet lawn mower while attempting to lasso a fake pig making its way down a ramp. Successful participants are rewarded with—you guessed it—a Tractor Supply-branded cowboy hat. The brand extended the engagement’s reach to digital consumers with a name the pig Facebook contest during the beginning of the tour, the winner of which received a $25 store gift card for choosing the name “Pickles.”
“In a lot of communities, fairs are the big event that brings people together,” says Diane Bollig, manager of local store marketing for Tractor Supply Company. “So this is a way that we can be in that same space and help celebrate the things that are special to them and important to them. It’s really just fun ways that people can engage with our brand and learn more about the products that we sell and how we support what they do at home.” Agency: Pro Motion, Chesterfield, MO.