In a twist on reality competition series and home makeover shows, NBC is breaking ground by combining the two into one construction-filled competition. Twelve designers and builders compete in “American Dream Builders” to see whose creative talents win out to form the most impressive spaces.
And as part of this endeavor, NBC has partnered with Lowe’s and Zillow to help designers along the way. In a brand integration agreement, Lowe’s supplies expertise on design as well as Lowe’s products throughout each episode, showcasing the store as well in on-camera shopping expeditions. Sponsored segments aligned with the store’s “Never Stop Improving” branding will also exist on the show’s digital platforms and on-air in the form of post-show interviews with designers. “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,” said Tom Lamb, Lowe’s CMO.
As part of the deal, Lowe’s also becomes the exclusive sponsor of the “Dream It Yourself” sweepstakes where viewers of “American Dream Builders” can submit photos of their own projects for chances to win Lowe’s products and a consultation with the show’s winner.
Real estate company Zillow is also on board for the competition, helping the show’s contestants on air by providing real estate advice and data. In a content integration, “American Dream Builders” will feature on the Zillow Blog in the form of designer profiles, episode recaps and designer interviews. Its Twitter account will also get involved, sharing reactions of each project in real time online. Zillow’s CMO, Amy Bohutinsky, will also appear on the show counseling the designers for certain challenges.
The 10-episode season is hosted by Nate Berkus with help from interior designer Monica Pedersen and NFLer-turned-landscape artist Eddie George. “American Dream Builders” debuts March 23 on NBC.
[Images courtesy of NBC]
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