- Walmart reunited solid members of “Mean Girls” for a Black Friday promoting push that recreates key scenes from the 2004 teen comedy. The retailer is holding “Black Friday Deals” events on Nov. 10 and Nov. 24, with online access on Nov. 8 and Nov. 22, respectively.
- In a hero video, Lindsay Lohan, Lacey Chabert and Amanda Seyfried reprise their roles, although their characters now have high school-aged children of their very own. The clip nods to iconic moments and dialogue from the movie and previews several deals.
- The campaign was created by a collective of Publicis Groupe agencies including Fallon, Publicis NY, The Community, Contender and Digitas. New creative will drop every Wednesday in November and on Cyber Monday (Nov. 27).
Walmart is riding promoting’s current wave of nostalgia because it looks to make “fetch” occur with its expanded slate of Black Friday deal events. Black Friday traditionally occurs the Friday after Thanksgiving, but Walmart is running a further sales promotion on Nov. 10 and opening each events three hours early to Walmart+ members as a way to boost memberships for the subscription service.
A two-minute video on the brand’s YouTube and social pages reunites Lindsay Lohan, Lacey Chabert and Amanda Seyfried, together with co-star Daniel Franzese and Missy Elliott, whose song “Pass That Dutch” features within the film and ad. Their characters are actually moms to high schoolers in a clip that recreates the performance of “Jingle Bell Rock” and other memorable scenes from the film.
“Some things never change. On Wednesdays, we still wear pink,” Lohan says in voiceover.
Walmart will keep the campaign going with additional ads every Wednesday in November and on Cyber Monday, a digital shopping bonanza that follows Black Friday. A collective of Publicis Groupe agencies worked on the campaign, nodding to the quantity of coordination such an effort takes.
Walmart launched Walmart+ in 2020 and has added perks and advantages to its subscription plan over time to compete more closely against Amazon Prime. Continued momentum for Walmart+ memberships helped grow the corporate’s “other” income by nearly 4% during its most up-to-date earnings period.
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