Central Garden & Pet is adopting Mobius® image recognition technology to engage mobile Pennington Ultimate Grass Seed consumers and to provide an entirely new level of lawn care information. Consumers can use any camera-enabled mobile phone to snap a picture of the Pennington Ultimate Grass Seed product and send it to grass(at)agm(dot)tw. Mobius will then provide instant access to a free lawn guide, video planting tips, other Central Garden products available, and additional content that is specifically designed for mobile users. The mobile experience was designed by Central Garden’s agency, IQ, based in Atlanta, Georgia. IQ crafted the in-store mobile experience to improve purchase rate and consumer satisfaction by increasing the confidence of consumers through delivery of relevant, meaningful and helpful content, all with the snap of a single photo.