If you've been following social media at all, you may have caught on to the Briggs & Stratton Corp. Mower Mouth social media contest, which likely had you spitting out your mid-morning coffee onto your work computer.
Briggs & Stratton, which is based in Wauwatosa, kicked off the campaign to market its new QPT engine, which has a 65-percent quieter engine according to the company. The company asked people to impersonate what a lawnmower sounds like. Several entries featured household pets, props, and a parody of the music video "What Would the Fox Say?"
Well ... after 3.3 million impressions, 7,292 likes to its Facebook page, and 24,716 clicks on content — the contest won a Shorty Industry Award for Best Facebook Contest. The small engine manufacturer beat out ESPN's SportsCenter and ABC Family in that category.
The Shorty Industry Awards recognize talented agencies, brands and industry leaders behind social media channels, campaigns, websites, games and applications.
“The Mower Mouth contest was a great way for us to engage with consumers in a unique and fun way,” said Carissa Gingras, director of marketing for Briggs & Stratton. “We loved showcasing the creativity of the entries while promoting our engines across our social media channels.”
This year’s winners were announced at a ceremony April 7 in New York City.