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04/21/2021

Walmart Stages a Movie Night with 'The Croods'

Patrycja Malinowska
Associate Director - Content, P2PI
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Walmart tied in to Universal Picture’s Feb. 23 home video release of DreamWorks Animation’s The Croods: A New Age by stocking an exclusive film bundle containing a branded water bottle and 35-piece puzzle.   

In stores, the bundle was merchandised on an endcap in the entertainment department outfitted with a header announcing the SKU as “new” while touting the Walmart bundle as well as two shorts available for the first time on home video.

On walmart.com, a dedicated showcase offered several versions of the home video while promoting Walmart’s exclusive bundle. The destination also presented a downloadable activity kit comprising games, crafts, coloring activities and snack recipes for a family movie night. An additional “bronana bread” recipe video tied in to the film release day’s designation as “National Banana Bread Day.”

The retailer plugged the bundle’s availability with a home page carousel ad spotted on Feb. 23 that promised “fun for the whole pack.” An ad within the site’s category drop-down menu continued to promote the SKU the following month. Both linked to the aforementioned showcase.

Additional support for the exclusive included a Feb. 24 video update posted to the film’s Facebook account, and 15-second, local radio spots running in markets such as Detroit and New York City.

Target offered its own exclusive bundle comprising the film and a 40-page filmmaker gallery book.

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