Walmart Builds a Soccer Oasis for Hispanic Shoppers - Event Marketer

Walmart Builds a Soccer Oasis for Hispanic Shoppers

DB_CokeSoccer_2007 Ex
Brand: WALMART
Agency: EMG3
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2007

Ya’gotta admit: Leveraging soccer’s World Cup as a play to reach Hispanic consumers is still the most popular way to engage this target. Perhaps the reason so many brands go that route is that well-executed fútbol marketing keeps hitting its blanco.

Walmart proved it yet again with a soccer-themed program designed to position the retailer as the community store for Hispanic shoppers and, in particular, establish itself as the first-choice destination for soccer products in the activation markets.

At Walmart stores in Arizona, California, Florida and Texas, trained soccer coaches and professional translators staffed a veritable soccer wonderland, a 60-foot-by-70-foot space (that’s 16 parking spaces, for those of you keeping score at home) that included a 40-foot-by-20-foot artificial turf field. There were also soccer-skills booths—the Kellogg’s dribbling station, Coca-Cola passing station, and Doritos shooting station where pre-teens could get their game on—and a partner village where 10 co-sponsors including ConAgra and Xbox sampled and demoed away.

With two standalone tours, the effort reached 150 stores throughout June and July, the nexus of World Cup coverage. In-store demos, ads in Walmart circulars, P.O.P. displays and local media buys pushed traffic, to the tune of 80,000 samples and premiums distributed over the eight-week initiative.

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