Walmart Expands Digital Marketing with AR Extension and TikTok Campaign

Walmart Embraces Virtual Worlds with AR Extension and BookTok Campaign

Walmart Inc. is taking its digital marketing initiatives to the next level with the launch of an augmented reality (AR) extension for its popular “Walmart Discovered” Roblox experience and a new campaign targeting the BookTok community on TikTok.

The retail giant announced its plans to deepen its presence in virtual worlds back in September 2023, and now it is making good on that promise with these exciting new offerings. The AR extension for Walmart Discovered on Roblox will provide users with a more immersive shopping experience, allowing them to interact with products in a virtual environment.

Meanwhile, Walmart is tapping into the massive audience of book-lovers on TikTok with its “Spicy Summer” campaign on BookTok. The community, known for its discussions on romance and fantasy novels, has developed a unique “spice scale” to rate the spiciness of their favorite reads. Walmart is capitalizing on this trend by launching a limited-edition Spicy Books Hot Sauce set, packaged to look like a book and featuring five different levels of heat.

Courtney Killingsworth, director of brand marketing at Walmart, expressed excitement about the new initiatives, stating, “Customers are at the center of everything we do at Walmart, and we look to places where they are spending their time to create genuine moments of connections with them. This campaign is the perfect way to reach and celebrate BookTokers and the community they thrive in.”

With these innovative marketing strategies, Walmart is not only engaging with its existing customer base but also reaching out to new audiences in the virtual world. The retail giant is proving that it is not afraid to embrace new technologies and platforms to connect with consumers in meaningful ways.