Integrate Lowe’s into the South

             Hart of Dixie is a CW original show about a female doctor from New York City, moving to the small town of Bluebell, Alabama in order to pursue her dream of becoming a cardiologist. Bluebell is much different from the big apple, and one example of that is the citizens of the town like to keep up appearances by keeping their yard in tip top shape.
             The target audience for Hart of Dixie is people from the southern states, who tend to identify more with the show. Lowe’s has associated itself with the show, because of the relevant target audience which is likely to have yards to maintain and springtime projects for around the house.  Using characters from the show to endorse Lowe’s products improves the chance for people to pay attention to the commercial.

          Lowe’s has also integrated in to CW’s Hart of Dixie website, presenting the full episodes that are aired on the internet, and also showing the Springtime in bluebell commercial during commercial breaks, the website also has banner ads that feature Lowe’s.