DOOM mowers

Client: Husqvarna

DOOM MOWERS is a PR activation that harnesses technology to attract talent and build brand awareness for Husqvarna robotic lawnmowers. By installing the legendary PC game DOOM onto robotic mowers, we transformed them into unexpected gaming consoles. Combined with an epic trailer that media outlets loved to share, we reached far beyond the gardening world.

This bold strategy tapped into gaming culture to engage tech-savvy programmers and young engineers. The result? A staggering 3.8 billion reach across 135 markets and an 815% boost in brand awareness—achieved through clever tech and zero media spend. And most importantly 85% of young engineers now consider Husqvarna an innovative and attractive company to work for.