Instagram video ads are new for Super Bowl marketers this year, and Lowe's is buying two spots focusing on how to play host for Sunday's Big Game.
The 15-second clips were shot with Hyperlapse, a feature developed by Instagram last year that uses fast motion to stylish effect. It hopes to offer "inspiration and empowerment for the do-it-yourself millennial customer," the company said in an e-mailed statement to Adweek.
Lowe's Instagram campaign revolves around the concept "Hypermade," showing off little projects in super-fast speed. The two videos highlight helpful projects for Super Bowl party fans. (Lowe's has 64,000 Instagram followers, and its agency, BBDO, created the videos.)
Lowe's does not have an in-game commercial, but it has been an NFL advertiser, including sponsoring Thursday Night Football. The marketing strategy during the season included buying autoplay video ads on Facebook to lift the TV commercials. Over the course of three weeks this fall, Lowe's Facebook videos received 1.2 million views, the company said.
A number of brands are using Instagram to boost their Facebook and television campaigns around the Super Bowl, including Dove Men+Care, according to a source familiar with the plans. Dove is looking to reach men on Instagram with its Real Strength ads.
Also, Pepsi and Coca-Cola have plans for Instagram ads, the source said.
The social platform will be popular among advertisers on Sunday, said Lucas Herscovici, vice president of consumer connections at Anheuser-Busch. He would not reveal what plans his company has for Budweiser or Bud Light, which have a heavy social media strategy across almost all platforms.
"Pay attention to Instagram," Herscovici said. "Not only to what we're posting but to what other people are posting."
Here's a look at what Lowe's will be posting and sponsoring.