“VIN to Win”: 18,000 customers engaged for 6 months as agricultural equipment giant AGCO gamify after-sales

Objective

AGCO, a global agricultural equipment manufacturer operating brands Fendt, Massey Ferguson, and Valtra, aimed to strengthen customer relationships within its after-sales ecosystem while acquiring zero-party customer data. The initiative targeted equipment owners to boost brand loyalty and gather qualitative insights about their machines and customer preferences.

Solution

A six-month gamified loyalty program running from March to September with monthly instant-win games deployed across five languages (English, French, Spanish, German, Finnish). Customers entered by submitting their vehicle identification number (VIN), earning "golden tickets" with each game played that accumulated toward a grand prize draw. Each month featured different game mechanics with instant prizes including branded overalls (€70+) and collectible tractor models (€50+). The campaign culminated with an "Ultimate Refurbishment" grand prize—a complete factory restoration of a winning participant's tractor using genuine AGCO parts.

Results

The campaign generated 60,130 total participations with 18,481 complete game sessions across all six months. More than 24,000 customers engaged with the program and provided extensive qualitative zero-party customer data. Over 123 instant-prize winners were awarded throughout the campaign.