Xtending Awareness of New Technology (Xtend)

As Monsanto prepares for an anticipated largest soybean launch in its history, the company wanted a way to teach growers about breakthrough technology behind a new type of soybean seed and how to use it on their farms. Beginning in 2013 and continuing through 2016, Brighton followed growers from planting through harvest as they produced Roundup Ready 2 Xtend soybeans under large-scale conditions. Videos highlight the effectiveness and proper use of the technology. The result is a library of more than 40 videos on XtendFollowAField.com. Fifteen-second TV spots, digital and print advertising featuring excerpts from the videos were created to increase traffic to the site. The campaign reached 72 percent of all U.S. soybean growers and increased traffic to the site by 142 percent over the same period the previous year.