NFL sponsor Lowe’s activated around the 2020 Super Bowl through a campaign called ‘Bring It Home’ which seeks to encourage fans to visit their local store to gear up with supplies for the Big Game on 2 February by doing what a home improvement brand does naturally – building.
To spearhead the initiative, the company erected ‘Lowe’s Hometown’: an interactive NFL-themed neighbourhood featuring 32 custom-built dwellings for each of the league’s teams.
The idea being that fans from all across the USA and world will be present at the season showpiece – not just supporters from the Kansas City Chiefs and San Francisco 49ers.
The branded-built neighborhood was designed to represent ‘an idyllic community founded upon the love of the NFL’ and Lowe’s is encouraging all football fans to visit the structures unique to their favorite teams or check them out and share them on social media.
The installation also aims to remind consumers that, from new deck lights and updated color schemes, grills to game-ready coolers, Lowe’s can help fans turn any home into a customized Super Bowl viewing spot, the retailer asserted.
As the 2020 presenting sponsor of the NFL’s Super Bowl Experience in Miami, we're excited to debut #LowesHometown – an idyllic NFL community featuring dwellings for all 32 NFL teams. https://t.co/EGmb83aEmU pic.twitter.com/OppP8jMyGi
— Lowe's Media (@LowesMedia) January 20, 2020
We’re building some big things in Miami as we gear up for #SBLIV! If you’re in the area, swing by the @NFLonFOX Green Room. We have a feeling you won’t be able to miss it.pic.twitter.com/3jzXM3bmOW
— Lowe's (@Lowes) January 25, 2020
The official home improvement sponsor of the NFL’s interactive experience ties into the company’s “Bring It Home” campaign messaging.
It’s all about having the right moves in the game. At home, get the right moves with garage door openers from @chamberlain, available at Lowe’s, official sponsor of the NFL and Super Bowl LIV. #BringItHome pic.twitter.com/uUSt4BCR5g
— Lowe's (@Lowes) January 25, 2020
Durability and strength changes the game. Find it off the field with @trex_company decking, available at Lowe’s, official sponsor of the NFL and Super Bowl LIV. #BringItHome pic.twitter.com/WD5NcZ1aQ7
— Lowe's (@Lowes) January 20, 2020
Show your true colors with @valspar_paint from Lowe’s. Proud partner of the NFL and Super Bowl LIV. #BringItHome pic.twitter.com/EzQx6ieygD
— Lowe's (@Lowes) January 17, 2020
“Lowe’s Hometown is an opportunity to engage fans that make their way through the Super Bowl Experience,” said Lowe’s Director Of Sports Marketing Adam Jacobs.
“This neighborhood of very unique dwellings won’t only have team logos but will include featured characteristics of teams, hometowns and fans while adding layers of interactivity to them. We can showcase our vendor partners as well. It’s unique. It’s something that fans will enjoy so much so they’ll want to share with friends and family who don’t have the opportunity to make it to Miami.”
Lowe’s will disassemble its Hometown village after Super Bowl LIV, but will leave a lasting impression on the host community in Miami as, working in conjunction with Rebuilding Together, more than 200 volunteers from local organizations will provide home repairs for nine families in Miami’s West Coconut Grove neighborhood.
Buffalo Bills running back Frank Gore, who grew up in Coconut Grove, will headline a group of NFL players also lending a helping hand.
“It is incredibly important for us to make sure we leave a lasting, positive impact in the market,” Jacobs said.
“While this is only our first full year as an NFL sponsor, we’re celebrating our 14th year with Kickoff to Rebuild. I can’t underestimate the importance of bringing attention to safe and affordable housing. That’s what these partnerships and our community activities are all about.”
Jacobs admits that it is a genuine challenge to be authentic in the NFL space as, unlike some partners such as Gatorade or Microsoft Surface or Bose headphones, a home improvement retailer isn’t exactly natural or endemic when it comes to the NFL
“It has been an outstanding year,” said Jacobs about the brand’s first year as an NFL sponsor.
“I think the NFL platform has been a great platform as a key element in our marketing strategy that has evolved to grow our consumer base and deepen the connection with them. … We feel there’s a lot of synergy with the NFL fan base and our fan base.”
“In its first full year of our partnership, Lowe’s has demonstrated best-in-class activation as the Official Home Improvement Retail Sponsor of the NFL,” added Tracie Rodburg, senior vice-president of sponsorship management at the NFL.
“In addition to their activation at league tent-poles, Lowe’s has been a valuable partner to the communities through volunteer efforts and donations as part of the NFL’s Huddle for 100 platform and team partnerships. Additionally, Lowe’s has provided tools, materials, and safety equipment to support the build of stages and fan experience structures, which are endemic to our events.”
Comment:
Lowe’s joined the NFL’s vast sponsorship stable in January 2019 and squeezed in its first official activations around last year’s Super Bowl LIII at the Mercedes-Benz Superdome in Atlanta (which, coincidentally, is where fierce rival Home Depot is headquartered).
This Super Bowl activation follows in the footsteps of other recent home improvement led marketing from NFL partner Lowe’s including its ongoing, team-specific ‘Homegating Makeovers’ social spot series,
and its national and local ‘Pro Ready’ 2019 Draft initiative (see case study).
Links:
Lowe’s
https://www.facebook.com/lowes
https://www.pinterest.com/lowes/
https://www.instagram.com/loweshomeimprovement/
https://www.youtube.com/user/Lowes
NFL
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