Approximately 2,000 people attended the trade show for a rock-star unveiling
of the dozer, with about 80 editors present. Customers at the event who declared their desire for the machine
helped Deere staff secure more leads. Press reaction was also extremely positive, including several trade
magazine cover stories on the dozer and three segments on CNBC. The integrated effort on behalf of John
Deere, which included print ads in trade publications, took home the Grand CEBA Award in American
Business Media’s annual awards competition.