The Ultimate Tractor Social Media Battle: John Deere’s Search for a New CTO

John Deere, a well-known agricultural equipment company, is on the hunt for a new Chief Tractor Officer (CTO) as it announced a two-week campaign to launch its new TikTok channel. The chosen applicant will be responsible for creating social media content targeting younger consumers and showcasing how John Deere products are utilized by workers in different locations such as Yellowstone National Park and Chicago’s Wrigley Field.

Jen Hartmann, John Deere’s global director of strategic public relations, emphasized the importance of acknowledging the role of workers and how their efforts impact various aspects of our daily lives. To launch this search, the company enlisted NFL quarterback Brock Purdy in a video where he attempts to set out on a road trip in an industrial tractor. Although Purdy may not be able to take on the role due to his busy football schedule, the video highlights the interest shown by other athletes and influencers in this unique opportunity.

For those interested in applying, the deadline to submit a 60-second video pitch is April 29 at midnight. Applicants must reside in the 48 contiguous states or DC, as Hawaii and Alaska residents are not eligible. Additionally, AI-generated submissions are not permitted. The videos will be judged based on their originality, creativity, quality, and brand knowledge, with five finalists to be chosen and notified after May 17.

John Deere tractors are currently on sale at a dealer in Longmont, Colorado as shown in a photo by Rick Wilking/Reuters.