Lowe’s and Zillow are collaborating with NBCUniversal for a new one-hour competition show American Dream Builders.
Nate Berkus will host the show, which highlights talented designers and home builders from across the country. Twelve contestants will work hard and push themselves to be as creative as possible to win in this high-stakes competition. They will create and style magazine-worthy home transformations.
“American Dream Builders brings our advertising partners’ brands and resources to life, as deeply integrated elements of the show. These integrations are done across all screens, both in front and behind the camera, and deliver unparalleled value,” said Dan Lovinger, Executive Vice President, Entertainment Advertising Sales Group, NBCUniversal. “NBCUniversal is uniquely positioned to allow advertisers to leverage all screens with tremendous scale to capture the most valuable audience in America.”
Lowe’s will offer product and design expertise with every episode of American Dream Builders. They will help the contestant create 20 amazing home makeovers on the 10-episode series. They have provided both on and off camera support to inspire and assist the designers on store shopping visits and consultations to select paint colors, nursery plants, lighting, appliances, flooring and more.
“Lowe’s partnered with NBC to create a best-in-class content partnership where Lowe’s was involved from the earliest stages of concepting to production and all the way through to the promotion of the show,” said Tom Lamb, Lowe’s chief marketing officer. “Our stores and employees played an integral role in bringing American Dream Builders to life as the contestants looked to Lowe’s every week for design inspiration and advice. This partnership is Lowe’s largest brand integration to date, extending beyond the advertising in the show to reach our stores, Lowes.com and other marketing platforms.”
They will have their Never Stop Improving segments that will show what eliminated designers. Home viewers can get in on the action and submit a photo or video of a home project for a chance to win $100,000 in products and services from Lowe’s and a consult from the winning contestant. The partnership extends beyond the show to include in store promotions.
Zillow will help integrate Zillow-brand products into the designing competition experience. They will use Zillow the product for real estate search, data and research and information on renovation ideas. Zillow chief marketing officer, Amy Bohutinsky, will be part of various segments on the season for council and mentorship.
“Americans are captivated with homes and home design, and we’re thrilled to have Zillow partner with American Dream Builders to inspire and inform some of the biggest decisions homeowners and home buyers can ever make,” said Bohutinsky. “We’ve been amazed at the designers’ work transforming real homes, and we’re proud to have Zillow’s mobile apps and website be a part of the process.”
American Dream Builders premieres on March 23 on NBC (8-9 p.m. ET).