Miracle-Gro at the Rose Parade

As title sponsor of the Rose Parade Showcase of Floats, Miracle-Gro sought to highlight and "Gro" their visibility as such through a fully integrated activation experience.

Consumers were welcomed into the modular set up through a branded archway adorned with live greenery and hedges, where patrons were engaged with several interactive activities. A spectacular 12’x10′ wall of more than 3,200 fresh red roses served as the backdrop where consumers could take a commemorative photo using thematic props such as footballs, foam fingers, King’s and Queen’s robes, and crowns and tiaras.

The children’s area contained troughs of Miracle-Gro soil where each child received a pot of wild flower seeds to plant and take home to grow. Miracle-Gro’s Expert Gardener was on-hand to share his tips and shortcuts including, of course, how to care for roses! Finally, consumers had the opportunity to electronically register for their chance to receive tickets for the 2014 Rose Parade and Game.

The activation culminated in receiving more than 48,000 interactions within the Miracle-Gro display space, over 1,000 sweepstakes entries and 900 commemorative photos taken. We’d consider that a good “Gro-th” spurt!

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