Walmart aims to go viral with holiday campaign

Walmart has kicked off one of its most omnichannel marketing campaigns ever with its Holiday Sing to Salute Military Families.



The nationwide campaign encourages the public to sing a portion of a classic holiday song while capturing it on video, and then post the video on social media channels to show support for members of the military and their families.



Through these actions, Walmart will donate up to $1 million to Fisher House Foundation, which for the past 25 years has provided a home-away-from-home for military and veterans’ families whose loved ones are in a nearby military or veterans hospital. The goal of the donation is to help Fisher House Foundation fund a full year of lodging for military families staying at Fisher Houses on U.S. military bases.



“For more than 25 years, Fisher House Foundation has helped our nation’s military families be with their loved ones while they recover and receive medical treatment at local hospitals," stated Kathleen McLaughlin, chief sustainability officer at Walmart and president Walmart Foundation. "Walmart is honored to help Fisher House Foundation continue their efforts and share the joy of the season with the families staying at the houses this holiday.”



Walmart is launching the campaign with an initial $500,000 donation to Fisher House Foundation, which will be distributed among more than 60 U.S.-based Fisher House to be used for home improvements and holiday festivities, including gifts for families and visits from Santa.



Walmart is asking the public to join in the campaign and take action to help Walmart donate up to an additional $1 million. From Dec. 1 to Dec. 22, the public can participate by taking the following steps:

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  Create a holiday greeting or video of one or more individuals singing a portion of a classic holiday song;


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  Post the greeting or video on a public Instagram, Twitter or YouTube account with the hashtag #Sing2Salute; and


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  In the post, tag a friend and call on them to participate.

For each public post on Instagram, Twitter or YouTube using the hashtag #Sing2Salute during the campaign, Walmart will donate $100, up to $1 million, to Fisher House Foundation. To learn more about Walmart’s Holiday Sing to Salute Military Families campaign, review rules for participation and see featured videos, visit Walmart.com/sing2salute.