Marketing in the News

Leveling Up Lowe's Loyalty: How Lowe’s Is Using Esports to Win Over Gen Z

When I first cam across the article  “Lowe’s bets on sports, video games to drive up Gen Z brand loyalty”, I was immediately intrigued. As someone who’s always been interesting in video games and sports, and maybe a little betting here and there... this caught my attention. I had to know, how does a company like Lowe’s stay relevant with the new generation?

Article Summary: 3 Main Points

The article focuses on Lowe’s latest marketing strategy focused at Gen Z, a demographic born into the internet. Lowe’s is investing in sports partnerships and video game activations to build long term loyalty with the younger generation.

Here are the three main points:

  1. Smart Sponsorships: Lowe’s has become the official home improvement sponsor of the NCAA, targeting college sports fans with an arena branding and content tailored to college culture.

  2. Gaming Collaborations: The company launched a partnership with EA Sports’ Madden NFL 24, allowing players to create custom stadiums, of course with some Lowe’s branding. It’s subtle product placement, but in a virtual world where Gen Z spends a lot of time.

  3. Focus on Long-Term Loyalty: Rather than just pushing out products, Lowe’s is aiming to build brand affinity. They’re playing the long game by meeting Gen Z where they are and following the crowd.

What’s Lowe’s Value Proposition?

Lowe’s value proposition is all about "empowering customers to improve their homes and lives through accessible, affordable solutions and expert support". It showing themselves as not just a retailer but as a partner in the home improvement journey. 

Visit Lowe’s here: lowes.com

Marketing Relevance: A Gen Z Playbook

This campaign is a prime example of generational marketing, and it’s relevant in today’s social media. Lowe’s recognizes that Gen Z doesn’t consume content like previous generations. They skip ads, distrust certain brands, sometimes even boycotting brands at times 

So, what is Lowe’s doing?

  • Embracing digital spaces where Gen Z actually spends time, like esports and college sports culture.

  • Creating interactive brand experiences rather than interupting ads.

  • Using context marketing by embedding the brand into the college environment (like in Madden NFL 24) rather than just copying and pasting their logos on banners.

The Challenge: Staying Relevant Without Seeming Thirsty

One major challenge Lowe’s faces is the topic of building up or fixing a home to a college student. Lowes is not exactly a 20 year olds vibe. Most are in dorms or still living at home, they are not thinking about their mortgage payment yet... They have to try to stay relevant by keeping up to date with Gen Z.

Competing brands like Home Depot haven’t made such bold moves in this space, which gives Lowe’s the edge, but only if they continue.

What’s Unique About the Approach?

Lowe’s isn’t just sponsoring esports. They’re integrating themselves into the gameplay experience, by allowing players to customize their stadiums with Lowe’s elements in Madden.

Also, their use of college humor and relatable content helps make the brand feel less like a “dad brand” and more like a cool teammate.

Critique: Smart Move, But Missing an Influencer Element?

Overall, this is a smart, future thinking campaign. But one thing that could elevate it further? Strategic influencer partnerships. Gen Z follows trusted personalities more than they follow brands. Lowe’s could take things to the next level by teaming up with popular college creators or streamers to boost the message and generate more buzz.

What I’d Do as Brand Manager

If I were leading Lowes Marketing, I would try community creation. Maybe let college students or gamers create their own "Lowe’s-inspired" builds or DIY challenges. Then I’d highlight these in Lowe’s social feeds or even run contests. Give Gen Z a chance at some recognition and some following on social media.

Final Thoughts: Lessons Learned

This article really nailed the importance of meeting your audience where they are, not where you think they should be. Lowe’s is embracing change, and that’s a lesson any brand should take into consideration. Marketing is no longer about shouting louder, it’s about showing up in the right places, in the right ways, in the right time. 

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