Dive Brief:
- Wal-Mart has teamed with British boy band The Vamps for a back-to-school promotion that logs participation and search activity to pick the location of a one-off concert.
- To win, shoppers must visit walmart.com/classrooms and search their local school’s supply list, and/or share a #rockthesavingspromotion hashtag on the social media.
- The area logging the most online and social media activity will host The Vamps for a show at the local Wal-Mart store on Sept. 25.
Dive Insight:
Wal-Mart is guaranteeing search activity and social media buzz with a back-to-school promotion starring the British boy band The Vamps. The area logging the most contest entries—searches of school supplies at the site and social shares—through Aug. 28 will win a free show at their local Wal-Mart.
Providing a payoff for personal participation, the gamified strategy targets starstruck tweens and teens directly during the back-to-school season.
“All you have to do is go on Walmart.com/classroom and check out your school supply list and share it with all your friends on Twitter, Instagram, Facebook and all of that,” said drummer Tristan Evans in a promotional video.