Wal-Mart Sinks Virtual Teeth into Twilight

(MoneyWatch)  Wal-Mart has joined retailers who are combining in store sales initiatives with event-specific microsites to link entertainment releases and product promotions, with the online phase of an initiative involving the teen-oriented vampire saga Twilight just launched.

After developing linked promotions in association with the Hannah Montana movie and the latest AC/DC CD release, Wal-Mart has launched its most extensive such initiative in support of Twilight DVD release, with the website walmart.com/twilight, supporting an extensive in-store shop dedicated to the DVD and an array of related merchandise.

Wal-Mart launched the Hannah Montana web site and in store shop promotion to support licensed merchandise and other items it rolled out in time for January theatrical release of the Hannah Montana & Myley Cyrus the Best of Both Worlds Concert movie. Although its latest web and store efforts are directed at tween and teens, Wal-Mart launched its AC/DC web site in October, 2008 to bolster its exclusive distribution of the band's new album Black Ice, despite the fact that the band's core fan base is in its 40s, which demonstrates that the retailer is confident that it can do more with its microsite promotions than just interest teens.

Indeed, Wal-Mart, hasn't set firm rules for how it will conduct web and shop promotions. To develop them, Wal-Mart looks at three key factors, said spokesperson Melissa O'Brien, the potential excitement a release will generate, the track record of a particular brand with the retailer and the relationship Wal-Mart has with the major product supplier or the licensing company that controls it.

Not all three are absolutely necessary for Wal-Mart to launch an effort, O'Brien said, because one or two factors may look so promising that Wal-Mart will act on them. Still, she did point out that the theatrical release of the movie had been a major success, the Twilight book series had done well at Wal-Mart and Summit Entertainment, which is behind the DVD release, "certainly is a good partner."

It also helps if Wal-Mart can promote inexpensive merchandise particularly as an alternative to costlier items planned for distribution through other retailers. Wal-Mart's Twilight promotion will offer two versions of the movie, including a low-cost Wal-Mart "exclusive" version for $17. The in-store Twilight shops also will feature the movie's CD soundtrack, the book series, movie-themed apparel, messenger bags and totes, posters, and licensed accessories.

Although the video releases on March 21, by mid-February interested customers already could go to the microsite to pre-order the exclusive standard DVD movie or the special edition DVD for about six bucks more.

To capture loyal Twilight fans, and draw consumers who might be wondering what all the fuss is about, the web site is hosting discussions, posting news about fan activities and behind-the-scenes movie footage. It is offering tips on throwing Twilight viewing parties, and a planned feature will allow visitors to upload and enhance a digital photo then send an "eBite" to a friend, which should be fun for fans and certainly will help promote Wal-Mart's initiative.

Burger King got a lot of attention when its The Simpson Movie promotion allowed visitors to its own microsite to "Simpsonize" a photo, turning a digital image into an animated character. The Wal-Mart effort also bears similarity to a promotion Kmart did for the Hulk theatrical release, which supported themed merchandise sold in store but also provided a Father's Day discounted movie deal for dads.