There's something big going on over at Lowe's Web site. A new section called Welcome Back Spring takes the visitor to a fictional town called Sunnyville, where we meet neighbors who are all about outdoor living.
The Web animation begins with a sweeping look at flowers blooming, koi swimming and burgers sizzling on the grill.
Moe is the neighborhood guy obsessed with his lawn. Mike is the party animal, a bear who knows everything about patio furniture. And Iris is the local gardener. Each character shares tips about their area of expertise. Iris shares when and what to plant based on a planting Zone chart, as well as suggestions on gardening tools.
Even though this is the same information packaged in a slightly different way, I think this is so much more effective marketing than ad circulars. It's a story...and it's online. I can relate to these people and I feel like I'm hearing something from a friend. And a bear! A bear who knows everything about outdoor entertaining. If you make me laugh, I'm probably a customer for life.