Walmart Drive In
Overview:
In 2020, Walmart launched its “Walmart Drive-in” tour to increase affinity for and loyalty to the brand. One major challenge was moving past five consecutive years of low advocacy metrics. Customers reported choosing Walmart for ease of shopping, though the proliferation of alternative retailers online presents a significant risk for the company’s future. Enter: a free, family event that could safely draw consumers out of their homes during the pandemic.
The program’s scale was, in itself, outstanding. There were seven simultaneous “tours” taking place at 150 stores in 27 states, offering 305 total movie nights featuring 23 different modern and classic family films (for example, “Black Panther” and vintage films, like “Back to the Future.” A focus on COVID-19 safety helped build trust between consumers and brand, specifically through contactless check-in, socially-distanced parking spaces and mandated PPE for employees and guests. Throughout the campaign, Walmart’s reputation, measured through NPS, rose 80 points. And with 12.4 billion earned media impressions, 60,000 people of all ages enjoying the movies and more than 500,000 snacks and sodas provided by partner suppliers, Walmart certainly proved the power of the drive-in trend.