Nate Berkus to Host New NBC Reality Competition AMERICAN DREAM ...
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NBCUniversal today announced Lowe's and Zillow will partner with NBC's new one-hour reality competition series 'American Dream Builders' for season-long campaigns.Hosted by Nate Berkus, 'American Dream Builders' will showcase the talents of the most accomplished designers and home builders in the country, and will pit 12 worthy contestants against one another in a high-stakes competition designed to push everyone's creative reach. The show will celebrate creativity and style while revealing magazine-worthy home transformations, and will premiere March 23rd on NBC (8-9 p.m. ET).''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 PARTNERSHIPIn collaboration with NBC programming and production, Lowe's provided product and design expertise during every episode of 'American Dream Builders' to help the design contestants create 20 amazing home makeovers across the 10-episode series. As a partner, Lowe's played an integral role both in front and behind the camera to inspire and assist the designers through store shopping visits and consultations with expert store employees to select the right paint colors, nursery plants, lighting, appliances, flooring and more to create homes where people will love to live.The Lowe's-sponsored 'Never Stop Improving' segments will give a more in-depth look at the eliminated designers and their post-show projects on-air and on the show's digital hub. The segments visit the designers' hometowns and showcase how they've continued to embody the spirit of 'Never Stop Improving' through their work following the show.Additionally, as the exclusive sponsor of the 'Dream It Yourself' sweepstakes*, at-home viewers will be encouraged to submit a photo or video of a home project and enter for the chance to win a $100,000 in products and services from Lowe's, and a consultation from the winner of 'American Dream Builders.''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.'Lowe's partnership will extend beyond the show, including in-store promotions of designer-selected products, highlights of 'American Dream Builders' products in tab and a dedicated microsite on Lowes.com (http://www.lowes.com), featuring robust content including how-to videos and helpful tips, product catalogs where consumers can purchase designer-selected products, and exclusive 'American Dream Builders' content.ZILLOW PARTNERSHIPZillow's season-long, on-air partnership with 'American Dream Builders' will integrate the Zillow-brand product offerings into the designing competition experience. Designers will use Zillow real estate search, Zillow data and Zillow Digs to help research and inform their renovation ideas. Amy Bohutinsky, Zillow's chief marketing officer, also will be included in various segments throughout the season in council and mentor capacities.'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.'Zillow's partnership also includes content integrations across Zillow Blog and social media channels. Zillow Blog will feature introductory profiles of the designers, episode recaps, and Exit interviews conducted with that week's departing designer. Additionally, during each episode Zillow and Bohutinsky will be sharing their real-time reactions via Twitter from @Zillow and @amybo.*NO PURCHASE NECESSARY. Void where prohibited. Open to residents of the 50 US or DC who are 18 or older. Begins 3/17/14 at 3pm PT and ends 5/19/14 at 3pm PT. Limit 1 entry per person per day from 3/17/14 at 3pm PT to 3/23/14 at 2:59pm PT. Limit 6 entries per person per day from 3/23/14 at 3pm PT to 5/19/14 at 3pm PT. Prize restrictions apply. To enter, and for Official Rules and prize details, go to nbc.com/lowes. Sponsor: NBCUniversal Media, LLC.About NBCUniversalNBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation.About Lowe'sLowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company serving approximately 15 million customers a week in the United States, Canada and Mexico. With fiscal year 2013 sales of $53.4 billion, Lowe's has more than 1,830 home improvement and hardware stores and 250,000 employees. Founded in 1946 and based in Mooresville, N.C., Lowe's supports the communities it serves through programs that focus on K-12 public education and community improvement projects. For more information, visit Lowes.com.About Zillow, Inc.Zillow, Inc. (NASDAQ:Z) operates the leading real estate and home-related information marketplaces on mobile and the Web, with a complementary portfolio of brands and products that help people find vital information about homes, and connect with the best local professionals. Zillow's brands serve the full lifecycle of owning and living in a home: buying, selling, renting, financing, remodeling and more. In addition, Zillow offers a suite of tools and services to help local real estate, mortgage, rental and home improvement professionals manage and market their businesses. Welcoming 70 million unique users during its peak month in 2014, the Zillow, Inc. portfolio includes Zillow.com®, Zillow Mobile, Zillow Mortgage Marketplace, Zillow Rentals, Zillow Digs™, Postlets®, Diverse Solutions®, Agentfolio®, Mortech®, HotPads™ and StreetEasy®. The company is headquartered in Seattle.Zillow.com, Zillow, Postlets, Mortech, Diverse Solutions, StreetEasy, Agentfolio and Digs are registered trademarks of Zillow, Inc.
AMERICAN DREAM BUILDERS, NBC
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