SCOTTS - LAWNSTREAM
Most lawncare advertising feels fake and blah. It’s all magical before/after comparisons and stock families smiling on way too perfect lawns. To inject a little reality and fun into the category, Scotts transformed a typical suburban backyard into Lawnstream: a 24/7 product demo that streamed for seven straight months.
Lawnstream was a place where people could learn about lawn care, watch backyard-related entertainment like a kids’ home run derby, and maybe even spot an adorable deer family. Or a sasquatch.
We used Scotts’ social channels to drive people to the livestream. And chopped up the livestream footage to create all sorts of fun social content. It was basically just a big ol’ social content factory.
Educational content ranged from how to murder #BarryTheBareSpot to how to repair a hole dug by a squirrel of destruction. We even turned mowing, watering, and seeding sessions into mini ambient events.
We also used Lawnstream to celebrate backyard life and create fun interactive content for our followers. We even helped a few rescue dogs get adopted.
To help bring new people to the world of Scotts, we enlisted a range of influencers and held a bunch of larger activations we dubbed Lawnstream Fest. Musician Andrew Huang made a song live in real-time using the electromagnetic pulses of flowers and plants. And livestream viewers helped make decisions on the direction of the song via chat.
Jomboy did play-by-play for a kids’ wiffle ball game/dinger contest. While Grace from The King of Random almost blew up the lawn with a gigantic hydrogen cloud. Sorry neighbors.
And The Situation competed in a cornhole battle against Nick Uhas and his homemade cornhole catapult.
Over the course of the campaign, Lawnstream got a lot of unexpected visitors. Foxes. Deer. Extraterrestrial beings. You name it.
We also enlisted our social followers to help name a few frequent critter visitors and turned them into recurring characters.
