'Minecraft Movie' Exclusives Come to Walmart, Ulta
What’s new: Both Walmart and Ulta Beauty spotlighted exclusive tie-ins to the April 4 theatrical release of Warner Bros. Pictures’ “A Minecraft Movie.”
What we saw: A display fixture at Ulta stocked an exclusive, limited-edition line of three $12 balms shaped like Minecraft blocks from L’Oreal’s Nyx Professional Makeup. The display used the messages “craft your artistry adventure” and “mine the rarest color.”
At Walmart, a pallet display stocked toys tied to “A Minecraft Movie” from Mattel, Just Toys’ SquishMe and private label Kid Connection. Shoppers were encouraged to scan a QR code on the display to “explore more Minecraft products” through a showcase within Walmart.com. The display also offered a promo code for an exclusive diamond-studded crown in-game item to shoppers who purchased one of the SKUs between March 17 and April 30.
Additional support: Walmart and Nyx plugged the Minecraft items on Facebook and Instagram.
Other tie-ins: Elsewhere in Walmart stores, cooler clings and danglers plugged the national “Build Better with Milk” campaign Dairy Farmers of America’s TruMoo is running from March 24 to June 30 tied to the release of its limited-edition green vanilla Minecraft milk. QR codes on the displays linked to a promotional website where consumers can enter the sweepstakes, which awards $5,000 plus 1,010 instant-win prizes including branded merchandise, Fandango gift cards and gaming chairs. Twelve Thirty, Chicago, administers the sweeps.
More context: Walmart regularly finds ways to appeal to Minecraft players, partnering with Microsoft to operate a dedicated server from March 21 to May 15 for a story-driven adventure called Skyward. Last year, Walmart celebrated the game’s 15th anniversary with exclusive SKUs and another offer for an exclusive in-game item.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
