Scotts Miracle-Gro were the title sponsor of the Post Parade and asked us to give guests a unique and memorable experience and allow them to participate in fun and engaging activities that celebrated Miracle Gro’s GRO1000 initiative, which will result in the creation of 1,000 community gardens and green spaces in urban areas by 2018.
The activation space was divided up into 4 areas, with each one featuring an activity associated with a different pillar of the GRO1000 theme. Area 1 focused on “Urban Revitalisation”, so we created a branded photo opportunity where consumers were encouraged to make a pledge stating how they plan to help urban revitalisation and water conservation in the New Year, and then hold their pledge while being photographed.
Area 2, focused on “Food Desert and Veggie”, featured a planting activity where consumers could plant green bean seeds to take home with them in branded planting cups. Area 3, entered around “Nature Gardens”, featured pre-planted gardens and celebrity gardener Nick Federoff to help answer product and garden-related consumer questions. The final area highlighted “Outdoor Play” and featured an urban looking mural that consumers could fill with nature-themed art, in order to make the footprint “more green”.
Over the 3 day activation period, Scotts Miracle-Gro engaged over 6,000 fans, with 60% participating in the photo opportunity, 40% painting the mural, 80% engaging with the celebrity gardener, and 50% planting seeds to take home with them.