Walmart Meeting Combines Training and Entertainment - Event Marketer

Walmart Meeting Combines Training and Entertainment

DB_Gold_Walmart_2010 Ex
Brand: WALMART
Agency: TBA GLOBAL
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2010

For its annual shareholders meeting last June, Walmart, which had remained strong during the recession, wanted to celebrate its success with shareholders, associates and the media without seeming insensitive to the lingering effects of the bad economy. The resulting program found the right balance through a mix of associates-only events and a show-stopping grand finale, the all-day Shareholders Meeting, that included 16,500 media, shareholders and associates as well as an international webcast audience.

The first three days were all about training and inspiring the associates with the help of concerts by Sugarland, Brad Paisley, Foreigner and Daughtry. The associates meeting on day three featured multiple executive presentations and entertainers including Kristi Yamaguchi and Julianne Hough. For the Shareholders Meeting, hosted by Ben Stiller at the Bud Walton Arena, the voice of the associate was interwoven throughout the content during the event. A webcast, micro-blogging and Twitter brought the meeting to a worldwide audience.

The event netted nearly 20,000 page views on walmartstores.com and the webcast audience doubled over the previous year, with almost 14,000 viewers.

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