The trend: Retailers are taking a fresh approach to customer acquisition by leaning into nontraditional channels to tap new audiences and drive growth.

Sometimes, the platforms that brands use to connect with customers can expand their reach as much as the products they sell.

An unlikely alliance: Lowe’s teamed up with Electronic Arts’ EA Sports unit and will be featured in several video games, including Madden NFL. The deal also includes a real-life interactive experience that will travel around the US to engage consumers during the upcoming pro football season.