Walmart Parties with Reese's for 'Game Time'

Walmart included an exclusive sweepstakes from Hershey Co.’s Reese's as part of its seasonal “Game Time” activity leading up to the National Football League’s Super Bowl on Feb. 1.The “Bring the Party to Your Playoff” sweeps ran Jan. 5 through Feb. 2 and awarded one $100 store card daily. Consumers entered on a promotional website (reesesplayoffparty.com) after watching a football-themed video that they were encouraged to share via social media.The site hosted a lineup of the humorous videos as well as recipes incorporating the manufacturer’s candies. The videos starred comedian Jeff Foxworthy (see below), who also is the face of the brand’s national “Playoff Pandemonium” campaign.In stores, Hershey earned secondary merchandising space in Action Alley for an account-specific pallet display depicting the retailer’s Game Time slogan and directing consumers to the site. An expandable display ad running throughout walmart.com supported.Other manufacturers providing custom P-O-P materials included Hershey competitor Mars Inc. The confectionery maker supplied a Snickers half-pallet display inviting shoppers to “Take your weekend into overtime.” Meanwhile, pallets stocking PepsiCo's Gatorade were outfitted with custom Game Time headers boasting of “Hydration for champions.” The brand also activated its own official sponsorship to depict the official Super Bowl XLIX logo.Walmart additionally tied the “Effortless Meals” program it conducts with Coca-Cola Co. to the season by inviting shoppers to “Score wings for Game Time” on security wraps. Separate of the joint effort, standees also used a #GameTimeHero hashtag to again plug wings from the deli.Walmart's campaign also spanned circular features, email blasts, TV spots (spotlighting brands such as PepsiCo's Pepsi and Tostitos), and ads running on walmart.com as well as the websites of local TV stations.

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