Lawn and garden brand Scotts Miracle-Gro is tapping into the gaming world with an unusual marketing campaign called the “Miracle-Gro Organic Challenge.” In collaboration with agency Mediahub and gaming platform ThecePlay, Miracle-Gro is targeting younger, environmentally-conscious gardening enthusiasts through the popular farming simulator game Stardew Valley.
The in-game contest invites players to design and showcase virtual gardens within Stardew Valley. By submitting verified videos of their creative gardens, participants can earn coupon codes to receive free Miracle-Gro Organic Raised Bed & Garden Soil at Walmart to bring their virtual gardens to life.
The campaign aims to form new connections with gaming audiences passionate about gardening while reminding all players to consider starting an outdoor garden. With over 30 million copies sold, Stardew Valley provides an ideal platform to reach this targeted demographic.
Running from April 22 to May 17, the Miracle-Gro Organic Challenge represents one of the rare occasions the brand has utilized gaming for marketing. It is part of a broader push during the peak spring gardening season to engage consumers in an innovative and interactive way.