BattleBots was a television program that made geeks rejoice all around their television sets. The premise of the show was for individuals to build their dream robots and enter them in an arena of buzz saws, pistons, and spikes. The show was sadly cancelled in 2002.
Recently Pergo, a flooring company, used their floors as an arena for an electrifying battle of the bots. The two-minute video tells the story of a woman who recently had her floors using the PergoMax collection. With the generous prize, she accepts a 'durability test' that is actually an impromptu BattleBots game in her living room. Though the whole stint couldn't feel anymore fake, you can't help but beam with excitement to see a flooring company have a little fun with robot death matches.
The video is housed on their Facebook page with the option to scope out the competing robots or, you can do some real shopping, and peruse their different floor styles. You are encouraged to 'like' the video for your chance to win your own PergoMax floors sans the robot duel (unfortunately). Proof that PergoMax floors are durable and made of the highest quality that not even the Trick Shot or High Heel Bot could ruin, their floors were subjected to heat, sharp objects, and oddly enough a robot that squirted out ketchup, which is probably a better durability test than other floor companies.
The juxtaposition of fun and practicality in this video tugs at the heartstrings of all geeky homeowners. It's definitely an interesting approach by a flooring company to reach out to a niche audience. By leveraging pop culture and creating a fictional character and contest, the video gives way to a bigger branded story and focuses attention to the quality of the product. It’s a great example of how a brand can go beyond just functionality and identify itself with a subculture.