Dive Brief:

• Walmart's new Grocery Pickup campaign, featuring classic movie-themed cars, was the most-talked-about ad during the Golden Globes, with 8,100 mentions, according to an analysis by social listening and analytics company Talkwalker shared with Marketing Dive. On YouTube, the 90-second version of the ad garnered more than 6 million views by the morning of Jan. 8.
• The campaign, launched during the awards show and created with Publicis Groupe's Department W, features the Batmobile, the "Back to the Future" DeLorean, Scooby Doo's Mystery Machine, the Jeep from "Jurassic Park" and more, driving up to pick up groceries, per a Walmart press release. The ad's background music is "Cars" by Gary Numan.
• Another brand also generated social media buzz during the Golden Globes. A model holding a tray of Fiji Water bottles on the red carpet inspired the hashtag #FijiWaterGirl after appearing to photobomb celebrities, according to Adweek. The hashtag was used more than 7,000 times on Twitter, earning nearly 100 million impressions. #GoldenGlobes was the only other hashtag that racked up more impressions during the awards.

Dive Insight:

Walmart said in a press release that the famous cars ad is part of the company's biggest and first cross-platform national campaign for its grocery pickup, which is now offered nationally. Launching the spot during a popular event was a strategic move in building brand awareness for its grocery pickup. The buzz could help the company attract new users and stand out in its ongoing rivalry with Amazon over the $800 billion grocery market.

The Wonderful Company, which owns Fiji Water as well as Pom Wonderful and other brands, scored a big PR win thanks to model Kelleth Cuthbert, and quickly jumped on the buzz with its own comments, underscoring how savvy marketers know to pay close attention to social media during live events.

Along with the famous cars TV commercial, Walmart's new campaign for it grocery pickup will include six-second online and social media spots and other content featuring the famous cars. By expanding the creative beyond a TV buy, Walmart is striving to reach on-the-go consumers at key moments throughout their days and hoping to try out grocery pickup.

By featuring iconic movie vehicles, Walmart is hoping to drum up feelings of nostalgia, a powerful marketing tactic that often resonates with younger consumers. Millennials are also more likely to be open to using online ordering and in-store pickup. Twelve percent of millennials and 15% of millennials with children say they order groceries online weekly, compared to 7% of all shoppers, according to the Valassis 2K18 Coupon Intelligence Report cited in a Supermarket News report. In-store pickup was the preferred method for 14% of millennials and 20% of millennials with children, compared to 8% of all shoppers.