Product placement has maxed out with Walmart’s new shoppable show. Released in December, the 23-episode video series combines romantic comedy with shopping – two of our favorite things in one place!
The series, named “Add to Heart,” is available on TikTok, Roku, and YouTube. While watching, viewers can buy more than 330 featured items directly from Walmart. Each video is about three-minutes and has at least 10 shoppable items.
The plot? Well, it’s a typical romantic-comedy where girl and guy meet and fall in love. The series follows Jessica, who after losing her luggage while traveling, visits Walmart and bumps into an old flame. There are some twists of course. If this sounds like a Hallmark movie to you, you are right on track.
Almost every item in the videos – including fashion, furniture, and décor – can be found and shopped at Walmart. The company calls it a “fun, unique way for customers to be entertained while shopping for the great deals on top brands that they expect from Walmart.”
According to Walmart, nearly half of U.S. consumers say they have made a purchase through social media. This video series hopes to capitalize on that trend, as well as watching the series as a family for entertainment.
Sshhh… the show is on…
Group Activities and Discussion Questions:
- Show series videos: https://www.youtube.com/watch?v=bOM80Etqef8&list=PLs6zAwIMDe3POfn2wEXb5mOLmLwaJ1M0u
- Wall Street Journal video analysis: https://www.wsj.com/video/series/news-explainers/rom-com-meets-shopping-why-walmart-launched-a-shoppable-series/24941BEA-E081-41FB-A4C9-376446B54FA2
- OPTIONAL: Instructors might show an episode and buy an item in class. Students could also participate.
- Then, evaluate the entire process from viewing to receipt of products.
- What other companies might try this?
- Divide students into teams. Have each team select a brand and develop a one-paragraph pitch on how a similar tactic might be used.
Source: Riley, C. (1 December 2023). Walmart launches shoppable ‘Romcommerce’ series. Supermarket News.; Wall Street Journal. (4 December 2023). Rom-com meets shopping? Why Walmart launched a shoppable series. (Video.) Wall Street Journal.
