Walmart is advertising its partnership with Paramount+ for the first time on national TV.
Walmart is advertising its partnership with Paramount+ for the first time on national TV in a new push for its Walmart+ membership program.
The campaign from Deutsch LA highlights the retailer's subscription program’s membership benefits, including free delivery on orders $35 and over, free shipping on all site-to-home orders and discounts on gasoline.
An initial 30-second spot shows a family enjoying dinosaur-shaped chicken nuggets, dinosaur toys, dinosaur movies on Paramount+ and reduced-price fossil fuel, all via Walmart+.
Walmart and Paramount's partnership gives Walmart+ members free membership in the ad-supported version of Paramount+. The duo announced the plan in August and implemented it in September. It puts Walmart+ on a more even footing with rival Amazon Prime in combining free shipping with video streaming, but at less cost. Amazon Prime membership costs $139 annually, compared to $98 for Walmart+.
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Walmart's plus-plus deal hasn’t gotten a national TV push up to now, though it has gotten targeted paid media since the fall, a spokeswoman said. And the combination appears to have already helped Paramount+. The streaming service added more subscribers in absolute terms than Hulu, HBO Max or Peacock through late last year vs. a year earlier, up seven percentage points to 17% of U.S. households, according to the year-end report for 2022 from the Advertising Research Foundation’s Universe Study of Device and Account Sharing.
Just getting all existing Paramount+ households to join Walmart+ could more than double the latter's membership. CivicScience research late last year showed 7% of people in the U.S. reported being Walmart+ members vs. 61% for Amazon Prime.
The Walmart spokeswoman declined to comment on Walmart+ membership numbers said they have grown every month since its launch in September 2020.
“The new look and feel of the ‘Members Save on This + So Much More’ campaign demonstrates our breadth of benefits in one succinct story where real, relatable moments come to life under one common theme,” said David Hartman, VP creative for Walmart U.S.
The campaign comes soon after Walmart Connect launched a partnership with Innovid to use the retailer's data for targeting and customizing advertising on connected TV. But that deal does not include any special Paramount+ access to Walmart+ data beyond what other streaming services may get.
