Lowe's is huddling up with EA SPORTS™ to be featured in multiple EA SPORTS titles for the first time, including EA SPORTS FC™, Madden NFL and College Football.
Lowe’s signature blue and white logo will appear uniquely in each game with branding across multiple gameplay experiences. In EA SPORTS College Football 26, Lowe's will be featured on the broadcast overlay of the popular Stadium Pulse placement. The Stadium Pulse dynamically showcases and builds crowd excitement as gameplay improves, drawing meaningful parallels to homeowners' passion when enhancing their spaces with Lowe's. Additionally, fans of EA SPORTS FC™ and Madden NFL will be able to engage more deeply with the brand in a future title for each franchise through Ultimate Team™ challenges that offer rewards.
Jen Wilson, Lowe's senior vice president, Chief Marketing Officer, says the play call to move into the gaming space is just another to reach sports and home improvement fans alike. “Integrating Lowe's within EA SPORTS titles gives us an innovative way to engage with sports fans who are important to our brand. We are constantly looking for new pathways to bring more consumers into our loyalty ecosystem by connecting with their passions. This is such an immersive and unexpected way to introduce ourselves to the next generation of home improvers."
Lowe's will also launch a real-life "On the Road" interactive gaming experience that fans can engage with as it makes its way around the country later this year and throughout the NFL season. More information about this experience and how to participate will be available in late summer.
