For do-it-yourselfers, a cold Natural Light in the garage has long been a reward for a lawn well mowed. But when grass isn’t growing and winter weather keeps everyone stuck indoors, how can we help these dedicated DIYers enjoy that same summer ritual while keeping their physiques in peak mowing condition?
Part treadmill. Part lawnmower. The Natural Light TreadMower was designed to get bods ready for the sod, perfectly mimicking the tough but satisfying challenge of maintaining a lawn to the highest Natty standards. An immersive simulation on the TreadMower’s built-in digital display even lets users take their training to the next level by dropping them right into that sweet grass-cutting action.
We launched the TreadMower with a gritty fitness-inspired video and static assets highlighting its array of advanced features. We even released a line of lawn fitness apparel and accessories to keep Natty athletes looking and feeling their best all year long.
Then we gave it all away with a social media sweepstakes that had Natty’s engagement growing like some freshly fertilized fescue.
Now it’s never been easier to Stay Mowtivated. Rain, snow or shine.
The campaign set lofty goals of 58 earned media placements and an 80% key message pull through. The Natural Light Treadmower cut straight through all of them with 146 earned media placements and a key message inclusion rate over 98%. Not to mention 160M weekly earned media impressions. Talk about a grass-kicking activation.
