Walmart builds on drive-in movie success with new events series

Date : 13 October 2020

Stewart Samuel

Program Director - Canada

Following the success of its drive-in movie initiative and summer camp programme, Walmart is launching three new events for the fall, including store and virtual Halloween activities.

Halloween ‘spooky street’

Over the summer months, Walmart hosted drive-in movies at 160 stores, repurposing its large car parks. Building on this, it will transform 100 of its car parks into ‘spooky street’ trick-or-treat adventures for Halloween. These will offer contact-free and socially distanced experiences, with children and their parents invited to dress up for the free events. This year, both retailers and suppliers have been looking for new ways to activate this key trading period, with companies planning a mix of virtual and in-person events.

Source: Walmart

Virtual partnerships and events

Walmart’s virtual programme will be offered in partnership with CAMP, the company it worked with for its summer camp activity. Powered by the interactive video platform eko, Walmart is introducing Halloween-themed experiences, including family-friendly games, craft projects and snack-making activities. This includes Hershey’s Haunted Candy Houses and Candy Monsters, highlighting how the company is working with Walmart in a new way this year.

Supporting local businesses

The retailer is also launching the Walmart Gameday Marketplace. The farmer’s market-style event will be offered in six college towns, providing a twist on the traditional tailgate experience. Customers will be encouraged to wear their sports gear and cheer for their teams, while supporting local vendors, including food trucks, which typically benefit from matchday traffic. This is a great way to support local businesses, play a larger role in the community and create excitement within its stores. Although this is initially a smaller programme, its success could lead to a larger initiative.

Source: Walmart

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