Walmart + World Cup
Walmart+ sponsored the 2022 World Cup and wanted to create a Twitter campaign that would run during the two final games in Qatar. Their ask was simple: promote the service by giving away free Walmart+ memberships in an earned-first, creative way.
The main draw of Walmart+ is the amount of savings it offers members so we settled on a giveaway every time a goalie made a save in the game to tie the “savings” messages together. We knew that without paid media support, we’d have to make sure each post felt fun and natural to the platform, creating meme-inspired visuals that matched the vibe of user-generated posts from the fans. This included creating posts that had no mention of the promotion; designed just for fun as if Walmart was a soccer/football fan like the rest of the community.
The results were exciting, with our tweets totaling a whopping 2 million impressions and 18 thousand engagements during the two games. This was one of Walmart’s most successful Twitter campaigns to date and a blast to make.
Creative Direction: Mitch Delaplane, Whitney Riker, Javan Barton
Art Direction: Javan Barton
Copywriting: Whitney Riker, Javan Barton, Emily Charbonneau
Graphic / Motion Design: Javan Barton, Ivan Gomez, Kristin Simon