Harry’s Inc. is tying in to the excitement surrounding March Madness to run a digital campaign promoting its razors at Walmart.
Targeting college basketball fans that shop at the mass merchant, the digitally native brand is staging a “Harry’s Hoop Shot Challenge” awarding a grand-prize experience in New Orleans comprising two tickets to a college basketball game on April 2, 2022. Five runners-up will each get a Harry’s chrome-edition razor set.
Consumers enter from March 1 through April 4 by playing an online free throw game via one of five entry web pages, each associated with a different National Collegiate Athletic Association university: Gonzaga, Houston, Xavier, Seton Hall and VCU. Charlotte, NC-based Retail Sports Marketing handles.
Once they complete the game, players are redirected to buy Harry’s razor products at walmart.com with a “buy now” button that places several SKUs — a chrome-edition handle with two razor blade cartridges, shave gel and a four-pack of blade refills — right into their OPD shopping cart.
Display ads running on websites such as cracked.com and yahoosports.com link to the respective entry pages. Each ad carries an “Only at Walmart” message and is customized for its specific university. Corresponding entry pages are also customized with an image of each university’s basketball court.
In Walmart stores, the chrome-edition razor set receives prime secondary merchandising space on a custom sidekick depicting a "New at Walmart" message and positioned in the personal care department.