Now playing in Aisle 3: ‘Register to Vote’
BENTONVILLE, ARK. —As Wal-Mart prepares to rollout an aggressive advertiser-driven in-store media network, it is using its current in-store TV system to promote what is arguably a more noble cause than product promotion—namely, a get-out-the-vote campaign.
As part of the retailer’s efforts to engage both customers and associates, Wal-Mart will begin a non-partisan voter registration campaign next week with public service announcements on its in-store television network. The program is designed to encourage 136 million weekly customers, as well as 1.4 million U.S. associates, to register and vote in the November elections. The campaign will include two, 15-second PSAs, which will run through Election Day.
In the same vein, the company has begun hosting a voter registration portal on its corporate Web site, www.WalmartStores.com/Vote , and will put up posters with voter registration information at nearly 600 of its domestic Sam’s Club locations.
“Pollsters have found that our core shoppers—Walmart women—are an influential demographic in the upcoming presidential election,” said Leslie Dach, Wal-Mart’s evp of corporate affairs and government relations. “Our voter registration campaign is designed to encourage millions of customers and associates to register and cast their votes.”