When President Donald Trump’s attorney Rudy Giuliani took to the podium for a press conference on Nov. 7 while Philadelphia counted the remaining presidential elections, the crowd noticed something in the scenery. Mainly that he was standing in a huge parking lot in front of a garage.
Some quick Googling led many to speculate that the legal team that tried to book the Four Seasons Hotel Philadelphia had mistakenly made arrangements in the wrong place nearby: the Four Seasons Total Landscaping parking lot.
The landscaper quickly became the subject of memes and social media chatters on every platform. Users joked over a presidential press conference between an adult bookstore and a crematorium, imagining the phone call between Trump’s legal team and the company.
And instead of shying away from the attention, the landscape brand embraced it.
On Monday, the company released shirts, stickers and masks with slogans such as “Lawn and Order” and “Make America Rake Again”. The items were sold out through Tuesday but have been replenished online and in-store since then. The company also shared a picture of its parking lot on Twitter and Instagram for use as a virtual zoom background. The company is even holding an 11-mile charity run on November 29 – the exact distance between the landscaper and the Four Seasons Hotel Philadelphia.
Four Seasons Total Landscaping didn’t respond to Adweek’s requests for comment, but industry experts say the company can use its moment in the sun for long-term success.
Secure digital presence
Prior to Nov. 7, Four Seasons Total Landscaping was only promoting its commercial real estate services on Facebook and Instagram to serve local prospects and the occasional posting of memes about waiting for it to snow in Philadelphia. The company joined Twitter on Nov. 8 to target the social media chatter and announce the sale of goods.
A Four Seasons Total Landscaping Facebook post used to get three to 145 likes. Some posts have now received more than 11,000 likes. Similarly, the company’s Instagram posts have also risen to 367 to more than 2,000 likes per post, compared to a maximum of 100 likes previously.
With more than 39,000 followers on all platforms and a neutral stance towards politics, the company is an “amazing example of how digital culture takes shape in the actual relationship with real things,” said Alex Sturtevant, brand director of the creative agency Stink Studios.
“They understood the appetite for something that was just a little fresh air, and they don’t take themselves too seriously,” he continued.
Sturtevant sees similarities between that moment and when TikTok user Nathan Apodaca went viral last month after posting a video of him drinking ocean spray while skateboarding while Fleetwood played Mac’s Dreams has been. Lots of people have made their own version of Apodaca’s video on TikTok, including former Fleetwood Mac guitarist and vocalist Lindsey Buckingham and Fleetwood Mac frontwoman Stevie Nicks, who made TikTok to recognize the trend. The brand also stood behind it, linked up with Apodaca and gave him a truck as a gift.
Sturtevant noted that Four Seasons Total Landscaping and Ocean Spray “leaned into that first moment,” and that will count in the long run. “[Four Seasons Total Landscaping is] do not do TV commercials or anything like that. You’re playing the same landscape in which the conversation is already taking place, ”he said.
Sturtevant added that the company would have room for maneuver even after the election.