Walmart allows kids to discover even more easily the toys that they want to buy during the holiday season.
The retail giant has launched an interactive video Toy Lab where children can see and, to some extent, interact with 20 of the highest rated toys. This is Walmart's first interactive video effort.
"Everyone gets a gold ticket". Developed by New York-based Eko interactive entertainment store, the interactive video features buttons that lead to different video segments. Lab toys include Barbie Dreamhouse, Imaginext Jurassic World Jurassic Rex and LEGO Creator Pirate Roller Coaster. This is Eko's first video project with Walmart.
This is part of a new marketing effort by Walmart to promote its toys, as well as other toys presented at designated stores within the retailer's physical stores.
One of the Toy Lab's main marketing goals, said Eko's creative director, Alon Benari, is to spark anticipation and delight. unboxing among kids exploring new toys by providing "an interactive video version of a toy catalog".
"Everybody gets a gold ticket to play with toys," he said, referring to the film: " Willie Wonka and the Chocolate Factory ."
Operation of the buttons. In the online interactive video, the buttons provide a 360-degree view of the lab, a game feature (where the animator shows different game scenarios of the toys), a fun camera showing the children's free play with the toys and a button marked "Do not push."
When you hit what everyone is doing, the "Do not press" button displays something surprising: a camera is flipped, the human host on the screen turning into a cookie or the host becoming invisible.
Once the crawling is complete, the child can press a button on the screen to generate a custom video highlight strip that resides online on a custom URL. This URL can be copied and pasted into an email application, email, or elsewhere, using the child's accounts.
Complies with COPPA. Since the site complies with COPPA, no personal information is captured or requested from children and there is no connection. Although a session in the Toy Lab can not be recorded, it will resume the session the next time this browser reappears.
The highlighter reel contains the toy names that the parent or child needs to copy in order to manually find the item on the Walmart site or elsewhere. The video uses an exclusive Eko player that loads with video, uses HTML5 video with overlays, and runs on PCs, Macs, and iOS / Android devices.
Benari stated that Walmart did not yet have data on the use of the site, nor that this approach has an impact on toy sales. A paid media campaign promoting the interactive toy lab includes pre-roll advertisements on YouTube, as well as displays in Times Square.
Why this is important for marketers. After decades of promises but little real progress in marketing, interactive video is now easier to produce, manage and deploy with HTML5, the Net and broadband connections.
Walmart's first company in this type of marketing could signal similar adoption by other retail marketers for product exploration.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.