Walmart Land
Open the game- Brand
- Walmart
- Year
- 2023
- Objective
- Engagement
- Industry
- Retail
- Agency
- Digitas
Objective
Walmart sought to build brand affinity and relevance among Gen Z audiences by establishing a presence in the metaverse. The campaign aimed to create an 'always-on futuristic Walmart' that would shift retail perceptions and create immersive virtual experiences for younger consumers who spend significant time in virtual worlds.
Solution
Walmart Land was an interactive island experience built on Roblox, featuring six themed worlds organized around Walmart's visual identity (including Electric Island with a piano walkway, dance challenges, Netflix trivia, and DJ booth). Players could earn virtual coins, complete challenges, and purchase virtual merchandise ('verch') for their avatars. The experience was designed to be engaging and reward-based, encouraging extended time spent in the virtual environment while building brand connection through entertainment-first gameplay rather than direct commerce.
Results
The campaign reached 49 million visitors within the first two weeks of launch, with a 10% lift in brand affinity and 21% lift in likelihood to recommend. The campaign won multiple industry awards: AdAge Top 5 Gaming Activations 2022, Campaign Brand Entertainment Awards for Best Integration for Gaming/Metaverse Platform, Shorty Awards (Gold Retail & E-Commerce and Bronze Interactive Content), and Reggie Awards (Bronze Metaverse Marketing).
