Lowe’s Sets the Stage for American Idol
Lowe’s partnered with ABC’s American Idol to create home stages for contestants competing in the show’s finale during the COVID-19 pandemic.
“At a time when home unites us all, we wanted to help these amazing American Idol contestants transform their home stages into something extra special for the finale,” Lowe’s executive vice president, chief brand and marketing officer Marisa Thalberg said in a May 18 media release. “Each of the contestants put their DIY skills into action and expressed their individual styles with the help of Lowe’s products in easy, affordable ways.”
In a video posted on the retailer’s YouTube channel on May 19, Lowe’s trend & style expert Caroline Harmon explains what the retailer sent to each contestant to set the stage for their performances. May 17 Facebook and Instagram updates also included the video. The updates used the #HomeBecomes hashtag that Lowe’s has been employing since mid-May to encourage consumers to share creative ways they’re using their homes to make up for places they have been unable to visit during the COVID-19 lockdowns, such as a spa or gym.
Lowe’s dedicated an e-commerce page to “American Idol Finale Looks,” grouping together product used in the stages from brands including Everlasting Glow and private labels Elliot Creek and Allen + Roth. A May 18 email blast linked to the page.