Lowe’s is entering its video game era to reach Gen Z. They’re partnering with EA Sports, integrating its brand and MyLowe’s Rewards program into popular titles like Madden NFL, College Football, and EA Sports FC. Players will see Lowe’s pop up in different ways, like earning IRL Lowe’s rewards through Ultimate Team challenges or in-game broadcast moments called Stadium Pulse, which is supposed to mirror the excitement of home improvement wins with the brand. Lowe’s is also rolling out a Madden-themed gaming tour this fall, timed with football season, giving fans a chance to engage with the brand IRL. And with 66% of 13-39-year-olds reporting they enjoy spotting a brands in-game advertising, according to YPulse, the brand’s push to make brand loyalty feel more modern to a new gen might pay off. (Marketing Dive).
👀 Read more from YPulse: Want to Tap Into Gen Z’s Gaming Worlds? Here’s How 5 Brands Did It
