INDIANAPOLIS – The majority of Scotts LawnService’s ads for this year’s lawn care season will be in the form of website banner ads, social promotions on Facebook and those short commercials that run ahead of videos on online sites like YouTube, reports the Indianapolis Business Journal.

They will focus on consumers talking about their neighbors’ yards, applying a subtle form of peer pressure to check out Scotts’ professional lawn care services, according to the IBJ article.

“Usually, digital tended to be more of a support medium. This is different because it is the core of this campaign,” said Tom Denari, president of Young & Laramore, based here.

The Indianapolis Business Journal reported that Y&L landed the national ad account for Scotts in early 2011, handling radio, print, direct-mail and digital marketing for the firm.

Read the entire article here.