MUSE Platinum

United States

2021

Walmart Brand Experiences

Entrant Company

Walmart

Category

Experiential & Immersive

Client's Name

Sub-Category

Community (NEW)

Last year, as America adjusted to the new normal, Walmart recognized a vital need that customers were longing for beyond providing essential supplies and groceries, and that was togetherness. Walmart wanted to create a safe way for communities to come together and share experiences that helped them to feel a little more “normal.” We wanted to deliver innovative and inclusive experiences that help customers, associate and communities live better. We did that in 3 different ways last year during the summer, fall and winter. The concept behind the experiences was turning Walmart parking lots into “town squares” for our customers – the new gathering place for communities. The first of these unique and innovative events was The Walmart Drive-In where Walmart parking lots were transformed into free outdoor movie theaters over the summer. As summer turned to fall with no end to the pandemic, we created unique experiences to bring communities together in different, but safe ways. One was a gameday experience that puts small business and college football front-and-center, and the other was “Spooky Street” Halloween trick or treating event. In the fall, Walmart hosted more than 140 contact-free events in store parking lots across the country in October. Finally, ahead of the holidays, Walmart gifted the “Walmart Holiday Drone Light Show” – an all-new magical experience that brought the joy and wonder of the holiday season to the skies of select communicates across the country and to all families through a special live-steamed event.  This was another free and contactless experience that brought holiday songs to life like never before. Thanks to nearly 1,000 Intel drones launched into the night’s sky, the light show created three-dimensional seasonal shapes and characters, choreographed to a soundtrack of classic and modern holiday favorites. In this challenging year, Walmart successfully found ways to help families enjoy seasonal traditions in a year when they thought it might not be possible.

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