After Walmart and Columbia Records announced that they would sell AC/DC’s first new album in 8 years, “Black Ice,” exclusively at Walmart, they turned to Arnold to activate that opportunity. Wanting to attract a wide range of fans and build on the band’s cross-generational appeal, Arnold designed a multi-dimensional program – inside Walmart.
First, we created “Rock Again” AC/DC mini-shops in more than 3,000 Walmarts nationwide. These in-store experiential centers were strategically located in the apparel section to leverage customer traffic and cross-sell. They featured live Rock Band Video gaming units for customers to test out the newest AC/DC Live: Rock Band® Track Pack game and were merchandised with Black Ice CDs, AC/DC apparel and cross-promotional pallet programs featuring Sony, Pepsi, Doritos, Amp Energy Drinks and Sirius Radio.
To generate buzz and PR, we developed a mobile tour with events in New York and Los Angeles. “Black Ice” Cream trucks were the first locations to sell the new album starting at midnight on the release date. We offered listening stations where fans could preview the new album and demo the new AC/DC Live: Rock Band® Track Pack via a custom stage. Angus Young look-alikes emceed the event and created excitement for the Rock Band competition for AC/DC tickets and merchandise giveaways.
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