It was a dark and stormy night, but the ideas were flowing at Performance Marketing like liquid chocolate through a buffet fountain. PM was charged with creating an intriguing summer-long teaser campaign for a new Toro mower. While the budget wasn’t tighter than a fat man in skinny jeans, it didn’t allow for a Hollywood-style production level. How we could ever pull it off was a mystery — and that very thought led us to create the Mystery Mower campaign.
We created Private Investigator Frank Cutter and a host of other characters all portrayed by PM staff members. Through a series of emails directing mower dealers to a website with video updates, the mystery grew like a tick on a hippo. Dealers were clamoring for information and rushed to see the new mower at its unveiling at the GIE tradeshow. The case was solved with outstanding awareness and launch sales.Read More »