Lowe’s invites couples to splash-painting date night for Valentine’s Day

Diving letter:

  • According to a press release, Lowe’s is offering 50 couples a splash painting date night in the store. The “Night of Lowemance” event will be held on February 14th from 8pm to 10pm in 10 cities considered the most “romantic” by retailers, including Chicago, Denver, New Orleans and Milwaukee.
  • Winning couples will be housed in a dedicated area of ​​a Lowe store in each city, start the night off with toast and light bites, then choose a “menu” from Sherwin-Williams’ HGTV Home to splash a blank canvas for them to keep. Couples who must reside in one of the 10 subway areas can enter until February 7 at lowes.com/valentines.
  • Due to COVID-19 security concerns, attendance is limited to five pairs of people in each store. Couples who were not selected or who live outside the 10 markets can sign up for a virtual date night experience at home hosted by a special guest.

Dive Insight:

In Lowe’s “Night of Lowemance,” the home improvement retailer immerses itself in experimental marketing, a tactic that grew in popularity in recent years before being banned from the coronavirus pandemic. The splash painting theme is related to how many consumers turned to home improvement projects to keep themselves busy during the health crisis. The limited number of guests and activations allows Lowe to keep the activation socially distant and relatively COVID-19 safe, as was the case with a recent campaign that turned a 7-Eleven into a “game palace”.

Under CMO Marisa Thalberg, who joined the retailer shortly before the pandemic broke out in the US, Lowe’s launched a series of innovative marketing campaigns that responded to the challenges and changing needs of the pandemic. In the first few weeks of the health crisis, the retailer debuted a campaign encouraging people to support first responders by building and posting thank you signs in their yards. When marketers sought to share with consumers about disrupted and changed events, Lowe partnered with American Idol, the NFL, and New York Fashion Week. That latest effort comes as couples celebrate the first Valentine’s Day of the pandemic in the United States

“We thought about how we could better translate all the great DIY energy we’ve seen in months into really romantic DIY energy,” Thalberg said in the press release. “In a year when traditional Valentine’s Day options remain limited, we’re ready to make Lowe’s the ultimate date night for a few happy couples … they never knew they needed.”

While in-store activation is limited to 10 markets, Lowe’s is expanding its efforts to include a virtual at home experience hosted by an undisclosed special guest. The virtual experience enables the retailer to reach more consumers, and it follows the growth of virtual experiences – and hookups – that were preferred by marketers like Red Lobster and O’Doul’s during the pandemic.

Lowe’s is joining other marketers who had to change their Valentine’s Day plans due to the pandemic. White Castle will turn around 300 of its locations into “classic drive-ins with carhop service” while Dunkin ‘is promoting its seasonal menu with an experience campaign that offers couples the opportunity to get married or renew their vows – Thru Lane.

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