Agency launches new gardening products at an unlikely venue

To help raise awareness and get attention for two new product launches, Miracle-Gro’s Performance Organics and Twelve Indoor Growing System, the gardening company’s agency created an experiential program at the 2019 South by Southwest (SXSW) conference. The tech-and-entertainment-focused audience is increasingly interested in sustainability and natural well-being, making SXSW an ideal, if unorthodox, venue for Miracle-Gro’s products. The concept has won the top prize in the “Event Marketing Campaign” category of the PR Daily Awards.

As an official conference sponsor, Miracle-Gro hosted a number of interactive events at a location dubbed “Harvest HQ,” where consumers, influencers and media were invited to try the products out firsthand. The outdoor venue featured not only plants but also signage (bearing plant puns), drinks, food, live music and expert gardening tips.

The media company Cheddar set itself up in Harvest HQ to interview celebrities and guests throughout the weekend. Miracle-Gro also partnered with several organizations at the venue. Event-goers learned about Harvest HQ through email, apps, social media, influencers and on-site promotions, generating nearly 6,500 RSVPs who attended a total of seven micro-events.

The hashtag reached more than 1.5 million people. The media paid attention, too, generating 89 articles and broadcast segments; 28 editors from 26 media outlets visited Harvest HQ in person.

 Congratulations to Emily Gannet, Jackie Banda, Melissa Gamwell and Kim Markus.