Vin To Win
Read the story- Brand
- AGCO
- Year
- 2021
- Objective
- Loyalty
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Drimify
Objective
AGCO Parts built Vin to Win to pull ageing tractor owners back into the official dealer network for parts, service and repairs, and to capture zero-party data — VINs, machine details, contacts and marketing consent — that the after-sales business lacked. A season-long prize incentive gave Fendt, Massey Ferguson and Valtra owners a reason to register their exact machine and keep engaging with the brand every month, while raising the profile of the AGCO Parts name itself.
Solution
Owners went to their brand's campaign site, registered, and entered their tractor's VIN (or its make and model). An email then arrived linking to that month's instant-win game, with a new game unlocking every month from mid-March to the end of August 2021. Each round revealed on the spot whether the player had won branded overalls or a die-cast model tractor, and every round played also banked one ticket toward a September prize draw — so owners who kept coming back built up more chances at the top prize. In September, everyone who had played was asked to nominate which of their machines they'd like restored, with the winner's tractor stripped down and rebuilt using original AGCO parts worth up to €30,000; along the way, players could also submit a photo of themselves with their machine for a chance to appear in the campaign's highlight reel.
Results
Across the three brands and five languages, the campaign drew 60,130 participations and 18,481 completed game sessions over six months. The Massey Ferguson leg alone registered 7,665 entrants and paid out more than 125 instant prizes; the promotion overall put up 240 branded overalls and four scale-model tractors per brand each month, six €3,200 tool-cart runner-up prizes, and the €30,000 Ultimate Refurb grand prize.
- 1
The campaign opens with an invitation—an email, a brand page, or a dealer announcement—inviting the equipment owner to register their tractor for a chance at monthly instant-win games and a full machine restoration. The owner follows a campaign link specific to their country and brand (Fendt, Massey Ferguson, or Valtra).
- 2
Registration asks for contact details and the tractor's VIN, or its make and model if the VIN isn't on hand, plus a few questions about the vehicle and an opt-in for marketing consent.
- 3
Once registered, the owner receives an email explaining how to access that month's instant-win game.
- 4
The core loop is a single round of an instant-win minigame styled in the colors of the owner's brand; the screen reveals immediately whether the round won an item prize—a branded coverall or a collectible model tractor.
- 5
A winner submits a shipping address and the item prize is mailed out.
- 6
Every completed round, win or lose, earns one ticket toward the year's grand-prize draw, so a losing round still counts.
- 7
A new game unlocks each month from March through August; returning and playing more months stacks up more draw tickets and raises the player's odds in the final draw.
- 8
Players can optionally submit a photo of themselves with their tractor for use in the campaign's marketing material.
- 9
In September, everyone who played at least one round receives a confirmation email and picks which of their machines they'd enter for the grand prize.
- 10
Winners are drawn at random: one per brand receives a full factory restoration of their tractor, with additional equipment prizes drawn alongside it. The grand-prize winner confirms ownership, receives comparable loaner equipment, and sends their tractor off for restoration.
