26/04/2019

Lowe’s Leverages The 2019 NFL Draft Via National & Local ‘Pro Ready’ Activation Programme

Lowe’s, the Moorsville (North Carolina-based home improvement retailer), leveraged the 2019 NFL Draft to engage with and give back to the local community through a multi-strand activation programme that was fronted by Tennessee Titans TE Delanie Walker and Titans LB Wesley Woodward and included constructing the NFL Draft Stage in Nashville.

 

Lowe’s, which signed on as the NFL’s official home improvement retail sponsor in January 2019, activated around the first NFL Draft as an official sponsor with a multi-platform campaign called ‘Pro Ready’.

 

The initiative spanned TV, digital, social media, local community activation and OOH billboards in Nashville and New York’s Times Square.

 

The activation was led by the brand’s first NFL-themed spot, ‘Lowe’s Pro Services’, in which the company highlighted some of the efforts it’s taken to ‘step up its game so pros can get more done right, such as hiring new Pro managers, dedicated Pro parking and Pro loaders on hand at their stores around the country’.

 

Lowe’s supplied materials to the NFL for construction of the NFL Draft Stage as assisted with the construction with the build and this was used as the core creative theme for the campaign which began on television and then spread across its own digital and social channels.

 

 

 

 

 

The DIY and building materials retailer also used the NFL Draft to engage with and give back to the local community using Tennessee Titans TE Delanie Walker and Titans LB Wesley Woodward.

 

 

 

 

Comment:

 

Official NFL partner Lowe’s, which replaced Hyundai as the new presenting sponsor for the Super Bowl Experience interactive and sponsor-laden fan destination, will focus the next wave of its NFL activation around Super Bowl LIV in February 2020 (which will be played in Hard Rock Stadium, Miami).

 

Links:

 

Lowe’s

https://www.lowes.com/

https://www.facebook.com/lowes

https://twitter.com/lowes

https://www.pinterest.com/lowes/

https://www.instagram.com/loweshomeimprovement/

https://www.youtube.com/user/Lowes

 

NFL

http://www.nfl.com/

https://goo.gl/VmTK0M

https://www.nfl.com/now

https://www.nfl.com/gamepass

http://www.nfl.com/podcasts

http://nflnonline.nfl.com/

https://www.nfl.com/apps

http://www.nfl.com/schedules

http://www.nfl.com/tickets

http://www.nflshop.com/source/bm-nflc…

https://www.facebook.com/NFL

https://twitter.com/NFL

https://instagram.com/nfl/

 



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