As part of an ongoing effort to engage its customers and associates, Wal-Mart Stores, Inc. (NYSE: WMT) will begin a voter registration campaign with public service announcements (PSAs) on its in-store television network later this month to encourage 136 million weekly customers and 1.4 million U.S. associates to register and vote in the November elections.
The campaign will include two, 15-second PSAs that will encourage viewers to register to vote and cast their ballots in the upcoming election. The PSAs will run in stores through Election Day.
The company will also launch a voter registration portal on its corporate website beginning today, http://www.walmartstores.com/vote, and feature posters with voter registration information at nearly 600 Sam's Club U.S. locations.
The campaign will include two, 15-second PSAs that will encourage viewers to register to vote and cast their ballots in the upcoming election. The PSAs will run in stores through Election Day.
The company will also launch a voter registration portal on its corporate website beginning today, http://www.walmartstores.com/vote, and feature posters with voter registration information at nearly 600 Sam's Club U.S. locations.
Our take:
Walmart has certainly shown plenty of non-advertising content on their digital signage network in the past (notably, a Britney Spears concert back when she was still popular, and a number of special reports for local weather events like hurricanes and thunderstorms), but this campaign is unique in that there's no clear profit motive (unlike the aforementioned, when selling CDs or extra batteries and bottled water made for good and clear business cases). Whether or not there's some ulterior motive remains to be seen, but for now perhaps the company is just looking for some goodwill, and is interested in putting their size and mindshare to good use.
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