The Exmark Pride campaign drew on the company’s base of loyal Facebook and YouTube fans by creating the social site ExmarkPride.com, which gave users access to a host of Exmark-related
material as well as access to key employees. The campaign also involved creating the Mark Awards — a contest with prizes including a trip to Hawaii. The company’s unit sales increased
17.5% and demo requests jumped 25% over the same time period during the 2009-2010 fiscal year.