Wal-Mart Goes to the Movies
For the first time ever, Wal-Mart will advertise during the Academy Awards when they are broadcast later this month.
The retailer has enlisted the services of some Hollywood heavyweights to premiere its first ads during the Oscar telecast on Feb. 26 including directors Marc Forster (Monster’s Ball) Antoine Fuqua (Training Day) and filmmaking partners Seth Rogen and Evan Goldberg.
Wal-Mart challenged the directors to each make a one-minute movie based on six items on a single Wal-Mart receipt. The directors reportedly have been given creative liberty to tell their story about the items on the receipt.
Tony Rogers, Wal-Mart’s chief marketing officer, said in a statement, “Being a part of the Academy Awards is a great way to connect with our customers in a fresh, new way …. we plan to be more involved, more engrained in the cultural moments that our customers care about, starting with the Oscars.”
The company has released a “trailer” to provide viewers with a sneak preview of the mini films. Click here to check it out.
“A Walmart receipt tells a story as diverse as the customers who shop us. We think of our business beyond simple transactions,” Rogers said. “Wal-Mart is about serving the people behind those receipts and saving them time and money. This unexpected way of telling our brand story is a perfect fit for a night where compelling storytelling is celebrated.”
Wal-Mart will be the exclusive retail sponsor during the Academy Awards telecast. As part of the sponsorship deal, the company also will be making a $250,000 donation to the Academy Grants Program for FilmCraft.
If the ads are successful, I wonder if there will be a sequel during the next awards show?
Home Depot Turns to Wind for Power
The Home Depot has announced its first major investment in a wind-powered renewable energy project. The Los Mirasoles Wind Farm is owned and operated by EDP Renewables North America in Texas. Through a 20-year power purchase agreement, The Home Depot’s annual purchase of 50 megawatts (MW) is a fifth of the wind farm’s 250 MW capacity. The energy purchased from the wind farm is enough to power 100 Home Depot stores for a year while providing $150,000 in local community benefits.
Last week, Lowe’s named Jocely Wong as the home improvement retailer’s new chief marketing officer. Wong replaces Marci Grebstein who left the company after 14 months as CMO. Wong most recently served as senior vice president and general merchandising manager for the seasonal business. She will report to Michael P. McDermott, Lowe’s chief customer officer. Wong will oversee the integrated marketing and communications strategy to customers and lead customer experience design, content strategy and development, customer relationship management, advertising and media.
Wal-Mart Introduces Free Two-Day Delivery
On Jan. 31, Wal-Mart announced a new program for free two-day shipping to homes and stores on more than two million items — without a membership fee. Wal-Mart also has lowered the minimum purchase required for free shipping to home to $35, from $50. Items being shipped to stores continue to have no price minimum. According to Marc Lore, president and CEO of Walmart U.S. eCommerce, the program “is the first of many moves [the retailer] will be making to enhance the customer experience and accelerate growth.” The new program is expected to help the company in its battle for customers with Amazon Prime.
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