To educate consumers about its video game offerings, Walmart.com is bringing its online world to life via the Walmart GameCenter Mobile Bus Tour, a program that will be hitting festivals, trade shows, concerts, sporting events and colleges through December. The tour travels in a 48-foot truck that unfolds into a gaming center with 16 Xbox 360 stations and two Kinect stations. Consumers can get their hands on a wide selection of games including pre-released titles. Unilever is sponsoring the experience and sampling its Degree and Axe products on-site, too, since the tour’s primary target of 18- to 24-year-old males is also its core consumer.
At each stop, consumers share their personal data in order to participate in gaming competitions held every hour. Brand ambassadors collect gamers’ data using handheld tablets or encourage them to sign on to the brand’s Twitter and Facebook pages using their mobile devices. An emcee revs up potential gamers by featuring select competitions on a 70-inch screen. For younger kids, the experience includes Kinect’s controller-free games, like Michael Jackson The Experience.
Consumers who pre-order games on Walmart.com while on-site receive a $25 credit towards future purchases. The experience also drives eyeballs to Walmart.com using a WWE-themed green-screen photo activation featuring wrestlers like John Cena. Consumers receive a card to retrieve their picture on the website.
“Our goal with this tour is to bring great video games closer to our customers than ever before, offering them the chance to play the hottest games before the titles are released and give them the opportunity to win prizes while also educating these gamers on Walmart’s video game offerings,” Ravi Jariwala, Walmart spokeswoman, who handled the program, told Buzz.