ER Magazine - July/August 2017 - 28

[PartingShot]

Bluewater Media's live feed helped
Walmart.com conquer Cyber Monday. Right,
Brian Fasulo emcees the show.

Live From the Web
By Ian P. Murphy

O

n Cyber Monday 2016-the second-busiest
shopping day of the year and what turned out to
be the largest single day for e-commerce ever-
Walmart.com wanted to make a splash with
plenty of doorbusting deals and compete with big marketplace sites such as Amazon. So it tried a new strategy:
It streamed a video feed live to millions of consumers to
drive sales and engagement.
"We have entered the age of the second and third
screen, so there was no better way to demonstrate the
impact of live video and aggregating audiences than with a
Cyber Monday multicast from the world's largest retailer,"
says Andy Latimer, CEO of integrated media agency
Bluewater Media.
The four-hour event was staged, shot, and broadcast
by Bluewater in cooperation with Triad Retail Media, and
it reached millions of consumers with some of the best
deals of the season. Bluewater Media Partner Brian Fasulo
emceed the show, leading viewers from set to set, where
bodybuilding elves, holiday carolers, and premier pitchpersons presented Walmart's online exclusives. Bluewater

28

electronicRetailer | July-August 2017

broadcast the event from its new 4K-60P control room in
Clearwater, Fla., showing that a multicamera, professional
studio environment can be crucial to the advancement of
online content.
Walmart's web traffic spiked, and the campaign
allowed watchers to react to the deals and holiday cheer
through social media for a truly interactive shopping
experience. "As direct-to-consumer marketers continue
to expand into the digital space, it is solutions like this
that will drive new customers to like, share, follow, and
yes, buy," Latimer says.
The direct-to-consumer event is thought to be the largest
marriage of online technology and video content produced
to date, and it may have helped prime the pump for the
36 percent growth Walmart.com reported in first quarter.
"This is where the market is going," Latimer says. "It really
is about touching the consumer directly. As opposed to
pushing the consumer to buy a product, we are now starting to pull the consumer in and let them see what's going
on firsthand. This is what the future of web marketing and
video content looks like."


http://www.Walmart.com http://www.Walmart.com http://www.Walmart.com

Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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