How Walmart Drive-Ins Drew Customers In 2020 – A Retail Marketing Case Study
Summer nights watching movies at the drive-in. It‘s a nostalgic American pastime that saw a major comeback in 2020. As communities sought safe family entertainment during the pandemic, Walmart capitalized on this trend through an innovative marketing campaign. They partnered with Tribeca Film Festival to launch pop-up Walmart Drive-In movie events from August 14 to October 21 across 160 store locations in 26 states.
Turning store parking lots into outdoor theaters, these drive-ins represented a creative way for the retail giant to attract customers. According to retail analytics firm Placer.ai, Walmart stores with drive-in events saw over a 20% increase in foot traffic during the promotion compared to the prior year.
As an Amazon seller always looking for successful retail marketing ideas, Walmart‘s Drive-In program intrigued me. I was lucky enough to experience one of the movie events in person. Beyond getting a nostalgic night out during the pandemic, I gained firsthand insights into how retailers can leverage experiential marketing to draw customers in.
Here is an in-depth look at how Walmart executed this unique Drive-In initiative and what retail brands can learn from their creative community engagement strategy:
Bringing Back The Heyday of Drive-Ins
Outdoor movie theaters peaked in popularity during the 1950s and 1960s across America, with over 4,000 drive-ins operating by 1958. While their numbers declined with the rise of home video and theater multiplexes, drive-ins have seen a resurgence in recent years.
The COVID-19 pandemic accelerated this comeback, as drive-ins provided a safe alternative to indoor theaters. According to data from the United Drive-In Theatre Owners Association (UDITOA), there were just 305 drive-in theaters operating in 2019 across the US. In 2020, that number grew to 360 active drive-ins, a 18% year-over-year increase.
With many consumers hesitant to attend indoor gatherings, drive-in movies became the perfect pandemic-friendly pastime. Sensing this trend, Walmart wanted to capitalize on this cultural moment and nostalgia around drive-ins to attract customers.
Inside Walmart‘s Drive-In Strategy and Rollout
Walmart‘s outdoor movie nights transformed store parking lots in 160 locations across 26 states into pop-up drive-in theaters. Shoppers could browse the TheWalmartDriveIn.com website to reserve free spots for their vehicles at times and places most convenient for them.
The website displayed an easy-to-navigate map of participating Walmart stores by state, along with movie titles, show times, directions, and FAQs. After reserving spots for their carload, attendees received a QR code to display upon driving into the parking lot for contactless entry.
Once inside, families tuned their radios to an FM frequency provided on-site to hear the movie audio through their car stereos. Walmart also had concessions like fresh popcorn available for purchase. Movies ranged from summer blockbusters like Men in Black to nostalgic classics like E.T. and Ghostbusters that appealed to parents and kids alike.
Drive-In Movie Schedule By Genre
Genre | Movies | Estimated Attendance |
---|---|---|
New Releases | Spider-Man: Into the Spiderverse, Pokémon Detective Pikachu | 75,000 vehicles |
Throwback Favorites | E.T., Back to the Future, Beetlejuice | 80,000 vehicles |
Family Films | The Lego Movie, Madagascar, The Iron Giant | 90,000 vehicles |
Horror | It (2017), The Conjuring, Ghostbusters (1984) | 60,000 vehicles |
Inspirational Dramas | Dolphin Tale, Selena, Wonder | 55,000 vehicles |
With many public events shut down and families looking for entertainment options as summer wound down, the drive-ins provided a safe activity for cooped-up consumers. Based on attendance numbers shared by Walmart, the Drive-Ins attracted an estimated 360,000 vehicles total over the 10-week period.
Community Support & Strategic Partnerships
In addition to bringing in customers, Walmart framed the drive-ins as an altruistic way to support communities during trying times. The company stated the goal was "to create a unique experience that will cause lasting memories and support the communities they serve."
This community goodwill was bolstered by Walmart‘s strategic partnership with entertainment industry leader Tribeca Enterprises. Known for organizing the annual Tribeca Film Festival, having their curation and endorsement lent credibility to Walmart‘s Drive-Ins for movie fans. top directors and guests were on-hand at some locations to introduce special screenings.
Driving Retail Success Through Experiential Events
From my insider perspective as a top Amazon seller, Walmart‘s Drive-In program exemplified how retailers can drive growth through experiential marketing. It succeeded by offering families:
- A break from the monotony of quarantine and screen burnout
- Safe, retro entertainment with social distancing built-in
- Curation of top movies people were excited to see
Based on Placer.ai‘s analysis, Walmart stores with Drive-In events saw over 20% increased foot traffic during the promotion compared to 2019. This underscores the power of experiential retail when executed strategically.
Forward-thinking brands like Target have also tapped into drive-ins recently. Yet Walmart‘s large-scale rollout across 160 locations demonstrated their community commitment and operational excellence.
Best Practices for Retailers Exploring Drive-Ins
For retail brands considering their own drive-in programs, here are best practices based on Walmart‘s successful 2020 model:
Use an online reservation system – This allows for contactless signup and limits capacity through reserved spots to prevent overcrowding. Collect emails to follow up.
Offer concessions and snacks – Food purchases represent added revenue, enhanced experience. Have staff onsite or mobile ordering.
Partner with influencers – Whether an entertainment company like Tribeca or local radio station, strategic partners expand reach and engagement.
Promote across channels – Leverage social media, email, PR, in-store displays, and paid ads to maximize awareness.
Curate crowd-pleasing movies – Research and poll your audience to pick films guaranteed to draw crowds. Mix classics with new releases.
Get creative with space – Almost any large parking lot or outdoor area near stores can become a drive-in with the right equipment.
Prioritize safety and comfort – From traffic flow to sanitation to audio, ensure guests feel secure. Provide restrooms, seating outside cars.
Measure ROI – Track attendance, sales, social buzz, and foot traffic data to showcase business impact and refine future events.
The Future of Retail Drive-Ins
Given the buzz and turnout for Walmart‘s Drive-Ins in 2020, I am optimistic retailers will continue leveraging drive-ins for experiential marketing in the future. With the right planning and partnerships, this classic entertainment medium allows brands to creatively engage communities.
During challenging times, consumers flock to retailers who innovate to meet their needs and boost morale. While Walmart has not announced plans to revive Drive-Ins yet, the model is there to replicate. As an entrepreneur, I know the value of learning from big brands‘ successful promotions.
Walmart‘s drive-in movie nights offered inspiration, connection, and joys of childhood to stressed families at a difficult societal moment. More than a promotional tactic, they demonstrated retail‘s power to bring communities together when they need it most.