Walmart Brings 'Jurassic World' into Stores
Walmart is tying in to Universal Studios' June 22 theatrical release of Jurassic World: Fallen Kingdom in several ways.
From June 6 to July 31, shoppers playing the Jurassic World Aliveaugmented reality smartphone game developed by Universal and mobile game publisher Ludia can visit branded "supply drops" at participating Walmart stores to pick up in-game loot.
In stores, posters promoting the free game ask players to snap a picture or take a video of a dinosaur using the AR function in stores and share via social media with the effort's #JWUnleashed hashtag. Supporting standees and ceiling banners depicting dinosaurs and the hashtag are positioned upfront near store entrances.
The game also is promoted within a branded "Survival Guide" booklet distributed at stores hosting promotional events offering a variety of activities including Jurassic World Lego building, a "petting zoo" of Mattel toys and a "gyrosphere RC experience." Participants can also collect six activity stamps to receive a set of limited edition Jurassic World trading cards.
The events take place at stores in Arkansas, California, Arizona, Florida, Tennessee and Texas from May 30 to July 8.
Meanwhile, Kellogg Co. is giving Walmart an account-specific overlay to its national campaign. The mass merchant is exclusively stocking four Kellogg's, Keebler and Cheez-It SKUs in custom packaging delivering a holographic viewer shoppers can use with their smartphones to discover dinosaurs from the film.
Lego Group and Mattel also provided Walmart with exclusive licensed products. Local radio spots positioning Walmart as "America's best toy shop" plug the former's Velociraptor SKU, among other products. The licensed items are stocked on a dedicated endcap in the toy department. Nearby in Action Alley, dump bins also merchandise licensed Maskimals — maskot-like, plush animal heads.
On walmart.com, a dedicated e-commerce landing page plugs the aforementioned promotions, links to branded items and delivers exclusive interviews with film stars Chris Pratt and Bryce Dallas Howard from Walmart Gamecenter.
Mars Inc.'s Skittles also is directing consumers to Walmart for its licensed SKUs via mobile ads running on such apps as Worlds With Friends. PepsiCo/Frito-Lay's Doritos is supporting its licensed SKUs with display ads running throughout walmart.com.
Themed Facebook updates from Walmart rounded out the promotional activity.