John Deere Launches “Unlock” Website to Preview New Equipment

Website features augmented reality, webisodes and other tools to showcase 2011 ag products

LENEXA, KANSAS (April 4, 2011) – As part of its launch of new large agricultural equipment for 2011, John Deere has created an innovative, interactive new website – johndeere.com/unlock – to give growers an early preview of the new John Deere 7R Tractor, combines and other new equipment for 2011.

The Unlock website features regularly updated webisodes depicting key features of the new 7R Tractor and combines over the next several months. The first webisode introduces the Guetterman farm family of eastern Kansas and the features they look for in a new row-crop tractor. Another highlight of the website will be the augmented reality program that allows viewers to sync with a webcam to have the equipment come to life with animation and sound on their computer.

According to David Pauli, John Deere advertising manager for large ag equipment, the website is intended to help generate excitement for the new products in a way that gives viewers a highly informative experience. “We wanted to create a continually fresh, novel platform that is entertaining and gives growers unique insight into our new equipment over several months leading up to launch. Every week they’ll get a chance to see something new and different about the products.”

The Unlock website will host information on the new John Deere 7R Series Tractors, combines and other equipment that will be introduced later this summer.

For an early inside look at this new equipment, visit www.JohnDeere.com/unlock.

Deere & Company (NYSE: DE) is a world leader in providing advanced products and services and is committed to the success of customers whose work is linked to the land - those who cultivate, harvest, transform, enrich and build upon the land to meet the world’s dramatically increasing need for food, fuel, shelter and infrastructure. Since 1837, John Deere has delivered innovative products of superior quality built on a tradition of integrity. For more information, visit John Deere at its worldwide website at www.JohnDeere.com.

Editorial Contact:

Kelly Schwalbe, BCS Communications

Phone: 816-474-3166

E-mail: kelly@bcsthinktank.com

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