Walmart Launches Virtual Summer Camp and Drive-In Movie Theater

Walmart is fighting for shoppers. Increasing loyalty and grabbing new customers is also the goal of this summer’s investments, which stand alone in both online and offline

Celebrities in the camp

Based on Marketing Dive publication Camp by Walmart will be available starting July 8 through the retailer’s mobile app. Walmart’s latest marketing efforts are designed to provide an entertainment outlet for families that are struggling to balance work life with home life this summer, as venues like camps remain closed due to the coronavirus pandemic. By centering its virtual camp video sessions in its app, the brand could spur more downloads and eventually purchases through a mobile channel that is increasingly important as consumers remain wary of in-store shopping due to the novel coronavirus.

Another draw for the summer camp programming could be the team of celebrities Walmart has enlisted to develop original programming that contains educational or entertaining content. Actor Neil Patrick Harris, for instance, created “Neil’s Charades” and musical Mad Libs for kids to watch with their parents. Basketball star LeBron James will share skills for bettering mental and physical health during the lockdown period. Singer and actress Idina Menzel will teach singing, while actress Drew Barrymore will provide makeup tutorials. Families can access 50 Camp by Walmart activities for free by visiting the Walmart app now. Camp by Walmart will offer 200 more new activities throughout the summer to keep families everywhere entertained.

Let’s go to the cinema

The retail giant also partnered with Tribeca Enterprises to create a touring drive-in movie theater that will turn Walmart parking lots into outdoor cinemas. Beginning in August and running through October, the brand will host movie nights at 160 stores across the country, offering a contact-free drive-in movie experience. The movie screenings, which will take place from New York to California, will include films such as “Wonder Woman” and “Space Jam,” with the selections intended to appeal to a wide audience.

The site promoting the movie nights makes it easy for families to order snacks online ahead of time, and then use curbside pickup when they arrive. Walmart recently added Walmart Grocery to the Walmart app, enabling consumers to shop with the retailer in one spot and continue to purchase groceries and other items for curbside pickup or delivery.