Walmart: Smack Talk Campaign

Category: Retail
Brand/Client: Walmart
Primary Agency: The Martin Agency
Contributing Agencies: Furlined, Beast

STRATEGIC CHALLENGE

When you think of Walmart, you don't think "hardcore gamers' mecca." Mom may shop there to pick up the new Wii Fit, but when it comes to the hardcore first person shooter games, we're not even on the consumers' radar.

So when Call of Duty: Modern Warfare 2 was launching, we had a challenge. How could we attract a whole new audience to pass up Game Stop, and head into their local Supercenter at midnight?

Our typical answer would be price. Everyone knows that Walmart uses its size and scale to shave pennies off costs, and pass that on to its customers. But in the video game world, Walmart – just like its competitors – is restricted by the Minimum Advertised Price (MAP) policy. This guideline levels the playing field among retailers, and mandates that all the major players sell the same game at the same price.