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John Deere is running a celebrity-driven social media campaign for the first time in its 185-year history, as it kicks off a contest to recruit a “chief tractor officer” who will create TikTok content for the brand.
San Francisco 49ers quarterback Brock Purdy launches the search alongside fellow player Colton McKivitz. A promotional video for the competition, which opens today (April 16), follows Purdy and McKivitz as they hop into a tractor on a cross-country road trip to find the new face of John Deere’s social media.
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