Scotts
Lawnstream
Lawncare advertising is all magical before/after stuff + perfect families smiling on perfect lawns. So Scotts did the opposite. Introducing Lawnstream, a 24/7 livestream of a real lawn in a real backyard looked after by a real person.
Lawnstream was the world’s longest running product demo. And it was more than just a livestream, it was the hub for all things Scotts. From Instagram, Tiktok, & Facebook to SMS, in-app, web & email - the livestream fed into everything. Content 🤝 commerce.
CASE VIDEO COMING SOON :)
Lawnstream created an endless amount of content featuring real tips for real situations. Like how to murder #BarryTheBareSpot to how to repair a hole dug by a squirrel of destruction.
We also used Lawnstream to celebrate backyard life and create fun interactive content for our followers. We gave away a masterpiece, hosted a goat yoga session and even helped a few rescue dogs get adopted. And when one of those dogs relieved itself on the lawn, we taught people that Scotts Dog Spot Repair can revive burn spots caused by dog pee (fun fact: it’s a grass killer because it contains high levels of nitrogen and salts).
Over the course of the campaign, Lawnstream got a lot of unexpected visitors. Foxes. Deer. Extraterrestrial beings. You name it. Then we made critter badges for each one.
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. 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.
This is all well and good if you’ve got a lawn to call your own., but you’re probably definitely wondering “Kevin, what about people who don’t have a yard?”. Well, that’s a good question! And why we put Lawnstream up on Airbnb , giving everyone the opportunity to experience it for themselves.
