LOWE’S HOMETOWN
Experiential / Production
Social / Digital / Video
Print / OOH
Art Direction
Mascots are the heartbeat of NFL fandom, but have you ever wondered where they go when the games are over? We answered that question with Lowe’s Hometown - an interactive fan village onsite at the NFL’s SBX Experience in Miami.
Using only Lowe’s and partner vendor materials and supplies, we designed and built 32 homes for each NFL fanbase’s mascot, filled to the brim with the little details that connect and unite every NFL community.
For the week leading up to Super Bowl LIV, Lowe’s Hometown welcomed thousands of fans to explore and enjoy appearances from NFL mascots, legends, and celebrities.
The result was over 261M unique impressions across Lowe's owned and earned channels - and an epic start to the Super Bowl.
Super Bowl week is here! Had a fun time checking out #LowesHometown today. 32 custom dwellings, one representing each NFL team. How will you enjoy the big game this year? Stop by @Lowes to grab what you need to bring it home and get your spot ready! #ad pic.twitter.com/QwnUvwwTA5
— Kurt Warner (@kurt13warner) January 28, 2020
#SBLIV has come to a close and we had a ball (pun intended 😉). Thanks to all our partners who made #LowesHometown a possibility! Check out a BTS look of the neighborhood in the making. 👇 pic.twitter.com/zQdLyXbR0i
— Lowe's (@Lowes) February 3, 2020
