Lowe’s asked us to get people excited about their deals on holiday lights. But we did them one better… we gave them a brand new holiday. Happy Bulbsgiving!
Bulbsgiving “Traditions”
The best way to let the Internet in on a new holiday? Pretending it’s always been around.
We’ll build anticipation for Bulbsgiving by tapping our creator network to post the beloved holiday traditions that their family’s been celebrating for generations.
Countdown to Bulbsgiving
We’ll also make a teaser post counting down the minutes to Bulbsgiving, and send out a push notification through our app that allows people add the holiday to their calendar.
Lowe’s Light Show
The big reveal? We’ll stage epic light shows in dark areas by airports to catch the eye of Thanksgiving travelers on the way home — the exact moment they start thinking about that year’s holiday decorations.
A platform created specifically for finding and exploring neighborhood holiday lights, with a shoppable feature that highlights deals.
Users can explore and shop the holiday light displays in their neighborhood, with curated suggestions on which deals to mix and match to create each look.
We’ll spread the word through social posts and platforms where these conversations already happen organically, i.e. Reddit and Nextdoor, and sponsor homes.
CW: Anna Rubin
AD: Sarah Beverly
CD: Chris Nelson, Samuel Bauer, Morgan Perrine
ECD: Brian Eden