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.
We aren’t just setting the stage – we’re building it.
As an Official Sponsor of the 2019 NFL Draft, we’re upping our Pro game on and off the field with new PRO products and increased stock of the items you need most. #ProReady
— Lowe's (@Lowes) April 25, 2019
How can we show the world we upped our PRO game?
Answer: Help build the stage for the NFL Draft. #ProReady https://t.co/5RVA6Z78iZ
— Lowe's (@Lowes) April 24, 2019
It’s game day every day. We’ve upped our Pro game so you can be #ProReady every day. Visit your local Pro Desk to learn more #Lowes #NFLDraft
— Lowe's (@Lowes) April 26, 2019
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.
It’s Hard work everyday from our @Lowes pros! Thanks for helping me get #ProReady! #sponsored #Lumberjack is never afraid working hard! #Signmeup pic.twitter.com/dLx3Wtx4qp
— Wesley Woodyard (@WoodDro52) April 24, 2019
Over 100 tackles in one season is nothing compared to what these @Lowes pros tackle every day! Thanks for helping me get #ProReady! #sponsored pic.twitter.com/uiYTJoxeKW
— Wesley Woodyard (@WoodDro52) April 24, 2019
I didn’t know tackling a jobsite was part of my contract, but I’m loving every minute of it! Thanks @Lowes. #ProReady #sponsored pic.twitter.com/seDjwnsmgB
— Delanie walker (@delaniewalker82) April 24, 2019
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.facebook.com/lowes
https://www.pinterest.com/lowes/
https://www.instagram.com/loweshomeimprovement/
https://www.youtube.com/user/Lowes
NFL
http://www.nflshop.com/source/bm-nflc…
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