Walmart Assembles 'Mean Girls' Squad to Drive Black Friday Sales
Walmart brings back the beloved cast of 'Mean Girls' to give a fresh twist to Black Friday, reviving iconic scenes from the teen comedy to captivate a new generation of shoppers
Article Brief:
To promote their Black Friday sales, Walmart brought together the original cast of the popular 2004 teen comedy "Mean Girls" to recreate memorable scenes. The retailer has scheduled two "Black Friday Deals" events on Nov. 10 and Nov. 24, with online access available on Nov. 8 and Nov. 22, respectively.
Lindsay Lohan, Lacey Chabert, and Amanda Seyfried return to their iconic roles in a hero video, where their characters now have teenagers of their own. The clip pays homage to memorable moments and lines from the movie, and offers a sneak peek at exciting deals.
The campaign was developed by a collaboration of Publicis Groupe agencies, including Fallon, Publicis NY, The Community, Contender, and Digitas. Expect new captivating content every Wednesday throughout November, as well as a special release on Cyber Monday (Nov. 27).
Article Insight:
In an effort to increase subscriptions for its Walmart+ service, Walmart is capitalizing on the current trend of nostalgia in advertising and expanding its line-up of Black Friday deal events. While traditionally held the Friday after Thanksgiving, Walmart is taking it a step further by organizing an additional sales promotion on Nov. 10. Moreover, the retail giant is granting Walmart+ members the exclusive privilege of accessing these events three hours earlier than usual.
Lindsay Lohan, Lacey Chabert, and Amanda Seyfried, along with co-star Daniel Franzese and Missy Elliott, come together once again in a two-minute video on the brand's YouTube and social media platforms. The video features their characters as mothers of high schoolers, recreating iconic scenes from the film, including the famous "Jingle Bell Rock" performance. Adding to the nostalgia, the video also includes Missy Elliott's song "Pass That Dutch" from the original film and advertisement.
"Nothing ever changes. We continue to wear pink on Wednesdays," Lohan states in a voiceover.
Walmart intends to sustain the campaign by releasing more advertisements every Wednesday throughout November and during Cyber Monday, a digital shopping extravaganza that takes place after Black Friday. A collaboration among Publicis Groupe agencies was involved in the creation of this campaign, acknowledging the significant level of coordination required for such an endeavor.
Walmart introduced Walmart+ in 2020 and has been enhancing its subscription plan with additional perks and benefits to better compete with Amazon Prime. The ongoing success of Walmart+ memberships contributed significantly to a nearly 4% growth in the company's "other" income during its latest earnings period.
