Open Season for Wireworms

During discovery, the clients shared how Teraxxa seed treatment could be a market game-changer, and the VML team discovered how “Teraxxa” sounded like an arcade game we’d be interested in playing.

First, we tapped into farmers’ desire to destroy wireworms by disguising our product demonstration as an arcade game, turning Teraxxa the crop treatment into Teraxxa the video game. Farmers could now learn about the revolutionary product while experiencing the 8-bit joy of obliterating these real-world pests. We put full-size arcade games in seed houses & retail so local farmers could see how Teraxxa worked firsthand. And we released a mobile version so they could keep destroying wireworms right from their self-driving tractors in the field. Geofencing around events and key locations retargeted players with display and social, while direct mail, OOH, and radio were used to amplify the benefits of Teraxxa.