MIAMI—Just because Lowe’s isn’t airing a Super Bowl commercial this year, doesn’t mean the hardware giant is sitting out the Big Game. To cap its first year as a sponsor with the National Football League, Lowe’s built an entire neighborhood inside the NFL’s South Beach headquarters, the Miami Beach Convention Center, with each home representing one of the 32 teams across the country.
There’s a marble Parthenon for the Tennessee Titans, huge chunks of cheddar for the Green Bay Packers, and a mock-up of Geno’s cheesesteak shop named after the Philadelphia Eagles mascot, Swoop.
The activation is part of a broader Super Bowl Experience, which the NFL describes as “pro football’s interactive theme park.” Altogether, it took about six tractor-trailers to carry 6 tons of hardwood and 200 gallons of paint to build the sets.
“We’re really good at building things and helping people build things. I don’t think there’s anything more authentic than us building a neighborhood that represents all these markets,” said Adam Jacobs, Lowe’s director of sports marketing.
Adweek spoke with Scott Jones, director of client service at agency 160over90, and Amy Allison, Lowe’s public relations manager, about the activation. Lowe’s Hometown is part of an integrated campaign between the hardware chain and 160over90, and is part of the brand’s “Bring It Home” Super Bowl campaign, which included touring the Vince Lombardi Trophy through select Florida Lowe’s stores.
While neither 160over90 or Lowe’s would talk finances, it’s estimated that more than 130,000 people will visit the convention center in the lead-up to the Super Bowl.