Sears had a 3-year, 18% decline in market share in lawn mower sales. They lost the battle to HomeDepot and Lowe's, so we launched an aggressive Turf War to reclaim Craftsman's rightful place on America's bluegrasses and right in the backyards of HomeDepot and Loew’s.
We wanted to claim as much turf as we could across the country, but since we couldn’t legally mow a lawn without permission, we took the battle online, and let people mow any yard in America using Google Maps. We tapped into their API, and let people select a patch of grass, and then mow any message or symbol they chose into the map using our lawn mowers.
After they mowed a message, they could share it with friends, enemies and our competitors across Facebook Twitter and the MySears social platform.