LOWES PLANT A TWEET

THE CHALLENGE

Create a spring campaign that would leverage Lowe’s rapidly growing online presence.

THE APPROACH

A socially driven site, Plant a Tweet was literally created to “grow” Lowe’s online brand. With a few simple clicks, Lowe’s fans were able to compose tweets using simple ASCII characters that resembled parts of a flower (stem, leaf, bud). After creating their very own original plant, visitors were able to share their colorful creation with friends on Twitter, Pinterest, and Foursquare as they watched a social garden grow, inevitably increasing Lowe’s community.

While the garden provided a beautiful brand opportunity, Lowe’s still needed a way to reward visitors for growing a tweet amongst their social sphere. We chose to gamify the experience by giving away a gift card for the first 10,000 visitors whose plants reached 50 points. The more tweets were liked and retweeted the better the gift card got. Points were also earned by checking in at Lowe’s on Foursquare and pinning tweets on Pinterest.

Aside from the technical hurdles involved with building a system entirely on third party APIs (Twitter, Pinterest, and Foursquare), we were able to go one step further to push the envelope by simulating a Flash-like experience entirely in HTML5 with the use of the HTML5 canvas and Paper.js framework.