Plant A Tweet is a socially planted and nurtured garden of tweets (or plants) created entirely by Lowe’s fans. Visitors compose tweets made of ASCII characters that resemble plants, then plant the tweet in the garden, which simultaneously posts their plants to Twitter for all their friends to see. As the community grows, so does the garden. Visitors virtually grow tweets by retweeting the original tweet on Twitter, checking in at Lowe’s on Foursquare, or pinning it on Pinterest. Each action completed earns points, growing the tweet just a little bit more until it blooms. 

To gamify the experience, we offered a Lowe’s gift card as an incentive to grow their plants into beautiful flowers. Gamifying the garden created a sense of urgency, and the campaign quickly turned into a community-driven experience, with users helping share and grow the garden. The experience provided a beautiful brand and social opportunity, prompting engagement and ultimately bringing customers into Lowe’s stores to use the gift cards, resulting in a larger purchase far beyond the simple reward.