In the past few months, Walmart has been increasingly pushing its “Pickup Today” program, its version of the brick-and-mortar industry’s BOPIS (Buy Online, Pickup In Store) strategy. On Sunday, the retail giant up the game in its biggest push yet, premiering a commercial during the Golden Globes award show.
The commercial featured famous cars from some of the most iconic movies screeching into Walmart parking lots to pick up their orders from the Pickup Today lanes. The cars were instantly recognizable to any movie buff, and sparked some serious nostalgia in both living rooms and online on social media platforms like Twitter and YouTube.
The famous cars included the Batmobile, Scooby Doo’s Mystery Machine, and the DeLorean time machine from Back to the Future.
And the commercial did what it was intended to do. It generated buzz and, more importantly, “mentions” on Twitter and “views” on YouTube. The commercial was the most-talked-about ad during the Golden Globes, with 8,100 mentions on Twitter. On YouTube, the 90-second version of the ad garnered more than 6 million views by the morning of Jan. 8.
Walmart’s free curbside pickup, available at more than 2,100 locations covering nearly 70% of U.S. households, requires a $30 minimum purchase. The retailer hopes to surpass 3,000 pickup and 1,600 delivery locations by the end of fiscal 2020.