Walmart Builds Another Team for 'Game Time'

Walmart kicked off football season in earnest by recruiting multiple product manufacturers to participate in its seasonal “Game Time” program.The mass merchant tied in to the Aug. 27 release of Madden NFL 25 (the latest version of EA Sports' blockbuster video game) by promising a $10 store e-gift card with the combined in-store purchase of the title for Microsoft Corp.’s Xbox 360 system and one SKU from a list of official National Football League sponsors: PepsiCo’s Pepsi Max or Doritos, Campbell Soup Co.’s Chunky or Mars Inc.’s Snickers.Multiple versions of a TV spot (see below) from Richmond, VA-based The Martin Agency, an Aug. 31 Facebook update, an in-store violator and a security wrap plugged the deal; the latter three vehicles instructed shoppers to submit a photo of their receipt via text message to redeem the offer by Sept. 18. Mobile promotion agency Quantum Rewards, Lake Tahoe, NV, handled, leveraging Bethesda, MD-based Snipp Interactive’s SnippCheck mobile receipt processing platform. Meanwhile, an online version of the incentive promised walmart.com shoppers the $10 card but, instead of requiring purchase of a second item, threw in an unspecified “bonus snack” with purchase of the game. Walmart supported with an ad in a Sept. 5 email; the missive also announced the official launch of the season with a “Tailgate weekend starts now” message and links to related product groupings.This year, EA and Walmart again staged tournaments at some 1,800 stores for the game’s national midnight launch. (See “Walmart Partners with P&G …” in Related Articles.) The retailer also incentivized pre-orders by offering an exclusive "Oakland Raiders Franchise Pack" for use in the game.Madden’s release additionally got a plug in Walmart’s Aug. 25 circular, in which the retailer activated the Game Time platform across several pages to spotlight deals such as $50 and $20 store gift cards with purchase of a 60-inch Vizio LED smart HDTV and a 32-inch Samsung LED HDTV, respectively; present “party-sized savings” on a plethora of consumables; and showcase team-branded apparel and accessories.Walmart continued the effort on Sept. 1 with an ad in Parade (see Related Promotional Activity) and circular features that:presented “Game Time recipes” incorporating brands such as H.J. Heinz Co.’s Ore-Ida, private label Great Value, Kellogg Co.’s MorningStar Farms, McCormick & Co.’s flagship and Pinnacle Foods’ Birds Eye.aligned the retailer’s patriotic efforts (see “Walmart Conducts a Full …”) to showcase “Made in the USA” products from Clorox Co.’s Kingsford, Coleman Co.’s flagship brand, Great Value, and Reynolds Consumer Products’ Hefty and Reynolds Wrap.activated Procter & Gamble’s official NFL sponsorship to highlight Head & Shoulders, Oral-B, Old Spice, Gillette Fusion ProGlide and Venus Embrace.promoted HDTVs and accessories from Sanyo, Vizio, Samsung and Pioneer.In stores, Walmart outfitted multiple pallets, gondolas and even full aisles with signs depicting the Game Time logo and frequently emphasizing value with a “Keeping Score of Your Savings” message. The P-O-P plan also includes customized displays from Mondelez International's Nabisco.The seasonal plan additionally includes themed versions of Walmart's ongoing price-comparison TV spots, also from The Martin Agency. Regional radio spots support.On walmart.com, a home page carousel ad contains a “Shop All Game Time” button that leads to a landing page offering e-commerce links for TVs, tablets, video games, entertainment room furniture, small kitchen appliances, grills and outdoor cooking, NFL gear, party essentials and game time snacks, among numerous product categories.Among themed ads running on the page and elsewhere on the website:Dr Pepper Snapple Group’s Dr Pepper borrows star power from country music artist Luke Bryan (a recurring promotional partner for the brand. See "Dr Pepper, Dollar General ...") for an ad linking to a seasonal brand showcase presenting an interview with Bryan; previews of tracks from his new album, Crash My Party, which rolled out Aug. 13; links to recipes; and “Coaches’ Trophy Knowledge” trivia. A Sept. 1 Facebook update from Walmart also linked to the showcase.Hillshire Brands’ Ball Park invites consumers to “Enjoy the tailgate with a dash of democracy” in an ad for beef franks that links to the brand’s website. Another ad for sliders and beef patties carries a “Taste freedom before the next snap” message while directing consumers to find the products in the freezer aisle and linking to a $1.50 coupon.Samsung employs a “Bring the full game experience home” message and links to a brand showcase.Vizio plugs “game-changing” HDTVs and sound bars while activating its sponsorship of the National Collegiate Athletic Association College Football Bowl Championship Series and linking to a dedicated e-commerce page.Meanwhile, Kingsford is running a “Grill for Game Day” ad with an "available at Walmart" tag on websites such as espn.com. The ad links to the brand’s grilling.com website.Walmart got the football theme started this year with a program from BP’s Castrol. (See “Walmart Kicks Off …” in Related Articles.)

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