Walmart Launches Interactive Halloween Camp Program

Need to Know

• Camp by Walmart was developed in partnership with CAMP, a Family Experience Company, and interactive video platform Eko.
• The initiative will launch with Halloween Camp by Walmart, featuring Halloween-themed experiences with actor Neil Patrick Harris from today until October 31.
• Upcoming Camp experiences include game-day tailgate parties, and socially distanced trick-or-treating at more than 100 Walmart parking lots.

Analysis

Walmart is launching three new experiences this fall that offer socially distant ways to celebrate autumn holidays.

Camp by Walmart, which is an extension of Walmart’s summer drive-in series, was developed in partnership with CAMP and interactive video platform Eko. The first Camp by Walmart experience, Halloween Camp, features six interactive video episodes, including guided craft tutorials and gingerbread house-making classes in partnership with Hershey, making that brand Walmart’s first brand partner to be integrated into Camp.

“Hershey is incredibly excited to have found the sweet spot within Camp by Walmart as the first integrated brand partner, helping families safely enjoy Halloween this year,” said Hershey Jon Davis, vice president/general manager, Walmart/Sams, The Hershey Company. “This Halloween is going to be very different for many families. We believe the experiences we’ve partnered with Walmart and eko to create can help families find new, personal, and engaging ways to enjoy the holiday.”

The series also features a Great Family Showdown interactive game show episode hosted by actor Neil Patrick Harris. The episodes are available on Walmart’s website and within its app.

“We’re thrilled to add new interactive family activities through the holidays, starting with Halloween,” Tom Fishman, General Manager, Consumer Apps at eko, said of the Walmart partnership. “Families continue to need to find ways to stay engaged and entertained as they hunker down at home. Our Halloween refresh of Camp by Walmart provides a fun, safe and personalized experience for them to do just that.”

Walmart will also be hosting socially-distanced trick-or-treating events at more than 100 of its locations in the U.S. beginning on October 15. The retailer will also be hosting a series of game-day tailgate events at stores in Colorado, Michigan, Minnesota, Ohio, Utah and Wisconsin, giving attendees the opportunity to support local vendors who may have otherwise benefitted from stadium tailgate parties that are not taking place due to COVID-19.

Eko has worked with Walmart before, first partnering in 2018 on an initiative to create interactive content aimed at engaging and retaining customers. The company, based in the U.S., also partners with brands such as Coca-Cola, L’Oreal and Nike to create interactive creative and branded video executions.