Walmart Expands Digital Marketing Efforts on TikTok and Roblox

Walmart Discovered offers an AR extension.

Walmart Inc. promotes romance novels on TikTok and adds augmented reality to its Roblox offering.

The discount giant that announced in September 2023 that it would deepen its commercial activities in ‘virtual worlds’ joins TikTok’s rapidly growing community of book lovers and adds a multi-channel AR extension to its ‘Walmart discovered“The Roblox Experience.

Below are brief descriptions of each new feature Walmart digital marketing initiative:

ICT Tok

The Walmart that was works with TikTok from 2020, it launches a campaign called “Spicy Summer” on BookTok, a community on TikTok with over 250 billion views from a group of readers discussing their favorite books.

The community, which focuses on the romance and fantasy genres, has developed a “spiciness scale” to rate the spiciness of their favorite reads. Marketing to the BookTok community, Walmart created a limited edition Spicy Books hot sauce set.

This proprietary, book-style collection includes five Melinda’s hot sauces, each corresponding to a level on the spice scale, from mild to hot. In addition to Spicy Books Hot Sauce, Walmart’s dedicated Spicy Summer landing page will allow customers to purchase summer books, fashion and accessories, featuring collections inspired by popular Spicy Books titles.

“Customers are at the center of everything we do at Walmart, so we look to where they spend time to create real moments of connection with them,” said Courtney Killingsworth, Walmart’s director of brand marketing. “This campaign is a great way to reach and celebrate BookTokers and the community in which they thrive. We’re winking at BookTok fans with our Spicy Books hot sauce, and then expanding to a larger customer base, adding spice to your entire summer must have.”