Shopper Marketing - January 2017 - 99
ed to email the page to themselves
to visit from a desktop or laptop
with printing capabilities.
Other brands have leveraged
Shazam in a more seamless way.
Last summer, Walmart gave upfront positioning to custom displays from Coca-Cola Co. as an
overlay to the manufacturer's national "Share a Coke and a Song"
campaign. Shoppers who scanned
the display with Shazam gained
access to an exclusive 360-degree
video of Kelsea Ballerini performing her single "Peter Pan."
Also earning upfront
placement, a "Family
Movie Night" half-pallet
Pictures' "The Angry
Birds Movie" invited
shoppers to download
the Angry Birds Action!
app and scan a depicted code to "take a selfie with the hatchlings"
characters. The display
exclusively stocked a
Blu-ray combo pack
with four "hatchling shorts" films and a red
A blurb on the pallet promoted the ability to watch the movie free through the retailer's Vudu streaming service for subscrib-
ers of the Walmart Family Mobile plan
provided by T-Mobile, while a header
card positioned in the electronics department depicting the red character
explained that subscribers can "watch a
movie on us every month."
Also leveraging Vudu, a header card
recently incentivized pre-orders of Universal Pictures' "The Secret Life of Pets" on
home video by dangling early access to the
film via the service. Shoppers who took advantage of the offer additionally got three
JANUARY 2017 SHOPPER MARKETING
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