Lawn and garden company Scotts Miracle-Gro is partnering with brand solutions provider Thece on a novel marketing activation called the Miracle-Gro Organic Challenge. The contest invites gamers to showcase their green thumbs by designing gardens virtually within popular farming simulation video games the company confirmed.

Participants have a unique opportunity to bridge the gap between virtual and real-world gardening. By uploading verified videos displaying their in-game gardens, they can receive coupon codes redeemable for a free 1 cubic foot bag of Miracle-Gro Organic Raised Bed & Garden Soil. This promotion is not just about showcasing creativity digitally, but also about inspiring gamers to try their hands at real-world gardening.

The Miracle-Gro Organic Challenge aims to provide an innovative way for the gardening brand to connect with younger audiences passionate about gaming and environmental causes.

“We’re always looking for authentic ways to inspire new and seasoned gardeners alike,” Jodi Lee, Scotts Miracle-Gro VP of Brand Marketing for Gardens and Controls, told GamesBeat. “Partnering with Thece allows us to celebrate virtual farmers while nudging them to get hands-on with their outdoor gardens.”

Ensuring fair competition, Thece’s platform, ThecePlay, enlists respected gaming achievement authority Twin Galaxies to verify video submissions. This combination elevates winners’ accomplishments.

“As relaxing lifestyle games surge in popularity, this activates a new branded channel to engage gamers meaningfully,” Simeon Edmunds, SVP Creative Director at Mediahub, Scotts’ media agency, told GamesBeat.

Thece CEO Zachary Rozga expressed excitement about “pioneering this first-of-its-kind contest bridging virtual gardening with the real thing for gaming audiences.”

Open to U.S. residents 16 and over, the Miracle-Gro Organic Challenge runs April 22 through May 26, 2024.