Lawn and garden care giant Scotts Miracle-Gro is launching an unusual gaming-led marketing campaign this week, in collaboration with its media agency, IPG’s Mediahub and gaming platform ThecePlay.   

According to the brand, it’s one of the few times it has used gaming to engage its audience. It is part of a broader marketing push for the brand during the peak spring growing season.    

The “Miracle-Gro Organic Challenge” features an in-game contest within the hit farming game “Stardew Valley.” The contest invites gaming enthusiasts to showcase their creativity by designing virtual gardens in the game.   

Then, by submitting verified videos of their in-game gardens, participants may receive coupon codes for free Miracle-Gro Organic Raised Bed & Garden Soil to reproduce their creations in the real world. The coupons are redeemable at Walmart stores.   

The main idea: Form new connections with younger, environmentally conscious audiences passionate about gardening and gaming and remind gamers of all ages to consider their own outdoor gardens. 

Thirty million copies of Stardew Valley have been sold across platforms, making it a good fit for the campaign. 

The challenge is open to participants in the U.S., ages 16 and up and runs from April 22 through May 17.