Walmart Takes Its Online Summer ‘Camp' into Fall with Immersive Halloween Activation
As in-person community events remain dangerous, Walmart is continuing its virtual partnership with CAMP this Halloween to enable virtual games & DIY activities for the family
Most recently, the mega retailer released a series of Halloween-themed offerings to the Camp by Walmart platform. The series features holiday-centric craft tutorials like step-by-step instructions for making candy houses, an interactive choose-your-own-adventure Halloween game hosted by Neil Patrick Harris, and a video guide to throwing a monster-themed party hosted by NPH's whole family.
The program, a partnership between Walmart, experiential kids retailer CAMP, and interactive video platform eko, has been virtual since July, right around when kids would have been going to actual summer camp. As Camp CEO Ben Kaufman explained in an interview with PSFK's President of Research & Strategy, “[Going digital] was always part of the master plan for CAMP, but we thought we were being cool and going against the grain by going physical…The virus required us to do the digital thing quicker than expected.”
Many of the installments integrate e-commerce directly into the Camp experience, with links under the video player to “Shop this Activity.” As they view the tutorials, campers (or more likely their parents) can order the accompanying ingredients, craft materials, art supplies, and more.
PSFK researchers featured Camp by Walmart in our paper on how marketers are connecting with consumers through immersive content. Check out the full article to learn how other brands and retailers are approaching interactive marketing.
Lead image: Courtesy Walmart