Lowe’s just became the “exclusive building partner” for Beast Games 2

A third company creator program has hit the internet.

We just had both Ulta Beauty and Starbucks launch initiatives that will pay both content creator employees and outside content creators to make brand-friendly content for their own socials and company accounts. Now we have Lowe’s, which is doing something a little different, but has already snagged MrBeast and the upcoming second season of his Amazon show Beast Games as an inaugural partner.

Unlike Ulta and Starbucks, the Lowe’s Creator Program isn’t very selective on who joins. It’s open to U.S.-based creators of all sizes, and Lowe’s says more than ~17,000 creators joined during its beta period. (For reference, Ulta Beauty accepted around ~30 employee creators from ~1,500 applications, and Starbucks is only looking for two people: one an employee creator, and one an outside creator.)

Also unlike other programs, Lowe’s’ doesn’t require creators to produce a certain amount of content, and doesn’t guarantee they’ll get paid. Instead, it operates on a tier system. Creators of all tiers get the ability to make custom storefronts where they can officially recommend products, and they’ll receive a 20% cut of any sales generated from those custom affiliate links. All member creators additionally get things like “product samples, training resources and a range of opportunities to help grow their businesses and connect with their audiences,” Lowe’s said.

Creators whose Lowe’s-themed content performs best will ascend through tiers and receive “additional perks and incentives” like “project funding, long-term sponsorships and exclusive access to events like the annual Lowe’s Creator Summit,” the company adds.

And, of course, some members of the program have already achieved marquee status. MrBeast is the biggest, alongside DIY creators DadSocial and Chris Loves Julia.

Lowe’s partnership with MrBeast is an expansive one. It’s become the “exclusive building partner” for Beast Games, and will provide materials and labor for building “BeastCity,” a massive complex that will serve as both set and contestant housing for Season 2.

“The building of BeastCity marks the first of many landmark projects between Lowe’s and MrBeast, with future content collaborations anticipated,” Lowe’s said.

“We are always looking for strategic partnerships that will enhance the unique and exciting experiences our audiences are used to and this collaboration with Lowe’s Creator Network is exactly that,” Jeff Housenbold, CEO of MrBeast, chimed in. “We wanted to go even bigger and over-the-top with BeastCity in season two and we found the perfect partner to help us achieve that goal.”

Jen Wilson, Lowe’s CMO, said this program is about helping it “gain relevance with young generations while increasing digital engagement.” She described MrBeast, DadSocial, and Chris Loves Julia as “exciting names in the world of influencers.”

“[A]nd now they’ll be DIYing with Lowe’s across their social channels,” she said.

We’re used to seeing ‘typical’ digital ad spend slump during the summer, so it makes sense that all these programs are rolling out just in time for the season. Companies are leaning on established creators for reduced-cost brand visibility. At the same time, Lowe’s, Ulta, and Starbucks’ programs show brands are taking creators seriously en masse, and want to give a larger number of creators more ways to connect directly with their brand–including ways that (crucially) get creators paid for their enthusiasm.