Retail Media
Walmart
Tech the Halls Live
Walmart.com
Project Overview
In the world of retail, Black Friday is a pivotal moment, a day when consumers hunt for the best deals and brands strive to stand out. Walmart Tech the Halls Live was a groundbreaking project that redefined Black Friday shopping by bringing the in-store experience directly to the screens of Walmart.com shoppers. Produced for Walmart.com and orchestrated by Triad Retail Media, this live webcast became a game-changer for consumer electronics brands during the holiday shopping season.
Strategy and Approach
Creating an Immersive Shopping Experience
The strategy behind Walmart Tech the Halls Live was to merge the allure of Black Friday's in-store excitement with the convenience of online shopping. The live webcast featured multiple segments, each sponsored by a brand and hosted by product experts. These experts engaged with show hosts to discuss product features and highlight the holiday savings that shoppers could access.
In preparation for the event, numerous creative assets were developed, including the the motion graphics that would appear in the live broadcast. Pre-recorded video segments were developed which seamlessly integrated with the live show. Custom landing pages were launched to promote the event and showcase the featured products, allowing customers to make direct purchases on Walmart's website.
To amplify the event's reach, we developed interactive ad placements, including custom videos produced in our studio and display ad campaigns. These ads were strategically placed across Walmart.com, relevant areas of the website, YouTube, and programmatic display networks.
Challenges
Pioneering Live Shoppable Video
Launching Walmart Tech the Halls Live presented its set of challenges. One key challenge was to make the live event not just engaging but also seamless for viewers, requiring precise coordination with multiple product experts and brands representatives in addition to technology integrations with Walmart and media vendors to support a frictionless shopping experience.
Results and Impact
Reimagining Black Friday Shopping
The success of Walmart Tech the Halls Live redefined Black Friday shopping on Walmart and explored new ways that retail media could be used to connect with the shopper. The momentum it generated prompted Walmart to continue the Black Friday live event the following seasons.
This project also played a pioneering role in the proliferation of live shoppable video content. It laid the foundation for a new era of live shoppable video content. At the time, this concept was groundbreaking, and it entailed careful planning and execution to realize this interactive shopping experience that's now almost commonplace on Amazon.com and other e-commerce platforms.
Walmart Tech the Halls Live was more than a project; it was a transformational moment in retail e-commerce, where the excitement of Black Friday met the convenience of online shopping, all from the comfort of home during the holidays.
