We engineered a timely retailtainment activation at Walmart that kept the brand behind the wheel of online attention

Challenge

Walmart captured an audience with a viral video and wanted to keep interest flying into the future

A commercial for Walmart’s Grocery Pickup that featured cameos from famous cars – including the Batmobile and Ecto-1 from “Ghostbusters” – went viral. But the internet moves on to new things at a rapid rate. There was a very narrow window of opportunity to extend the moment.

photo of famous movie cars

Solution

We raced in with a retailtainment activation that extended the moment into local markets.

We orchestrated a retailtainment road trip for four of the famous cars at 12 markets across the country. We secured earned media placements announcing the cars’ arrival in each of the markets. We took visitors for a ride in the “Ghostbusters” car by virtually putting them behind the wheel in their own customized version of the viral commercial. Mitchell’s in-house production team built an adaptable video template, then filmed guests on a green screen. Within 24 hours of filming event participants, we shared the individualized videos with them via text so they could share it with friends and on various social media platforms. At the end of the tour, a paid influencer took video he captured at one of the stops to push Grocery Pickup to a bilingual audience. With the right influencer and a fun message, we were able to increase the online reach by more than a million engagements at a cost of less than one cent each.

boy touching dinosaur next to Jurassic Park SUV
family participating in green screen Famous Cars simulation
mom and son taking a photo with Ghostbusters car at Famous Cars event

Results

We accelerated interest in the brand and pushed traffic to Walmart stores, driving sales and brand affinity, all while letting customers push branded, shareable content through their own social media channels.

Increased sales at Walmart stores on the day of the event (compared to previous day, week and month)

1B

Impressions from 145 news stories

1007

Customer videos made; nearly 10,000 shares