What goes better with farming than country music?
Or more specifically, is there anything cooler than the reigning ACM Entertainer of the Year, Luke Bryan, tending his field in his brand-new Fendt 720 (check) while sharing his inner-most thoughts with farmers all summer long? Yeah, we didn’t think so.
To celebrate the tenacity of American farmers and their drive to get up each morning and work their fields, we worked with Fendt to create Rise Before Sunrise, a content series starring Bryan in which he reconnects with his farming roots and shares his thoughts on everything from farming to buzz-worthy celebrities with his fellow farmers.
Each episode of the series was released early in the morning, so to be among the first to see the exclusive content, fans had to rise before sunrise. That hook, and the undeniable charm and charisma of Bryan, along with the following of his social channels, drove more than just video views and coverage in ag outlets like Successful Farming and Farm Progress. It brought mainstream attention to the challenger ag equipment brand through People and iHeartRadio, and generated 100 million earned media impressions.