Walmart is always about big business.
And now it only will get bigger.
In a National TV spot that is a first for Walmart, the mammoth retailer and wholesaler brought its partnership with Paramount+ under the spotlight. There are toy dinosaurs on the floor; dinosaur chicken nuggets to eat; dinosaur movies on TV; fossil fuel at the gas pump and so much more.
The focus of this campaign from Deutsch LA is on all the benefits that the subscription program will bring to its members – free delivery on orders over $35, discounts on gas, free shipping on all site-to-home orders, Walmart Rewards, and so much more.
This partnership between Walmart and Paramount opens up the ad-supported version of Paramount+ to Walmart+ members. And it is free! The two announced their partnership last August and rolled it out in September.
This partnership between Walmart and Paramount did not have a national TV push up until now, although they did some targeted paid media. This seems to have had an impact on Paramount+’s numbers, which has risen, compared to Hulu, HBO or Peacock. If all of Paramount+ subscribers joined Walmart+, then their numbers would simply double!
Now all of this puts Walmart+ and Amazon Prime on a more even footing. They both offer free shipping along with video streaming now. Amazon Prime membership costs $139 for a year, as opposed to $98 for Walmart+. The current share of US households however shows a stark difference – 61% have Amazon Prime, as opposed to 7% for Walmart.