WALMART #DEALGUESSER

Introducing America’s largest retailer to TikTok with a never-done-before activation.

Black Friday is one of the busiest days for both shoppers and retailers, and in recent years, customers have increasingly started to shop Black Friday deals online. For our 2021 Black Friday Deals for Days, we knew we couldn’t just make an ad. We had to build an experience that got people hyped for Walmart’s holiday deals, turned a solitary online shopping experience into a shared venture, and spread joy across TikTok.

To achieve those goals, we launched #DealGuesser — a joyful take on the uber popular Head’s Up game, featuring 10 of Walmart's Black Friday Deals for Days displayed in a gamified TikTok Branded Effect and Hashtag Challenge that got people sharing IRL and on the platform. As a cooperative experience, The filter challenged fans to grab a friend and guess as many deals as possible in 24 seconds. While one player gave hints about the deal shown on the screen, the other player took a guess. With every answer, the players tilted to accrue points for a correct guess, or to pass on an incorrect guess.