Ryan Hughes: Strategy & Creative Development
Sam’s Club is obsessed with making their member experience better, so when they approached us looking for ideas to celebrate Valentine’s Day at the Club in way that would not only resonate with their shopper, but would also highlight seasonally relevant offerings — we knew we’d need to look at member favorites like floral and photo services.
So we set to work designing a pop up photo experience themed to capture the romance of the season. In select Clubs across the country, our full-experience footprint featured four immersive, Instagrammable photo ops that would allow members to make memories, and capture the love. Upon entering the experience, members would be served a special complimentary Valentine’s Day mocktail along with a recipe card featuring ingredients available inside.
A Sam’s Club branded microsite would members find experiences near them, or try out virtual versions of the photo ops. Those who attended the event would receive a code redeemable for a free 4x6 custom photo book from Sam’s photo center — complete with a themed template. And since we didn’t want anyone to be left out, we made sure Members picking up online orders would also get a special Valentine’s Day treat, in the form of a flower delivered with every order, along with a card containing a link to our online hub, and shareable digital Valentine’s cards.