How does Husqvarna, a company that makes gardening equipment, attract the best tech talent to come work in a small town in Sweden?

By tapping into software engineers’ love for gaming.

In time for the 30th anniversary of legendary game DOOM, in a collaboration with Bethesda, we built in DOOM on Husqvarna’s robotic lawn mowers, making it playable on the on-board menu display. 

Only later to release a worldwide update for anyone to play DOOM in their own backyard. And to take it one step further we hosted a multiplayer-tournament at the world’s biggest gaming festival: Dreamhack. Where people could battle each other on lawn mowers for juicy prizes. 

“Cut The Beasties Down Playing DOOM On Robotic Lawn Mowers”

“Mow Down Grass And Virtual Demons”

“Lawnmower Company Sets Up Its Army Of Grass-Guzzlers To Mow Down Hell”