Lowe’s Brings Interactive Promotion To Super Bowl LIV

Lowe’s, the official home improvement sponsor of the NFL, is creating an interactive experience, dubbed Lowe’s Hometown, around Super Bowl LIV. According to the company, it will be a showcase where consumers can visit custom-built dwellings representing each of the 32 NFL teams. The experience will tie into the company’s “Bring It Home” campaign messaging.

According to the company, the “neighborhood” is designed to represent an idyllic community founded upon the love of the NFL. Fans can visit the structures unique to their favorite teams or check them out on social media. Chamberlain, Kobalt, Valspar, Trex, Leggett & Platt and Scott’s Miracle-Gro helped in the build, Lowe’s noted.

The installation also reminds 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.

“Just as the two teams in the Super Bowl will be looking to bring home a championship, Lowe’s is stepping up its game and helping fans bring the NFL experience to homes across the country,” said Bill Boltz, Lowe’s evp/merchandising. “Fans can find inspiration from their team’s dwelling at Super Bowl Experience in Miami as well as shop more than 10,000 NFL-branded products, appliances and grills at Lowe’s to create updated spaces for the ultimate Super Bowl parties.”

In addition to on-site activations during Super Bowl week, the “Bring It Home” campaign will also extend to social and digital, running now through Super Bowl LIV, nationwide and out-of-home and in-store activations in Miami.