Walmart Pumps Up Volume for AC/DC Release
Walmart is looking to lure baby boomers and later day head bangers with special sections in its stores around the country to trumpet today’s release of AC/DC’s first album in eight years.
Each of Walmart’s 3,500 locations nationwide will boost the “Black Ice” CD release, priced at $11.88, with a “Rock Again AC/DC Store” section for fans of the rock group with AC/DC apparel, past albums, games and a social gaming section for a related video game.
Walmart and Sam’s Club are exclusive outlets for the album and will be exclusive outlets for the game, “AC/DC Live: Rock Band Track Pack,” starting in early November.
An AC/DC section in MTV’s Times Square stores in New York City opened one minute past midnight on Monday to start selling the album, that Rock Band video game and Rock Band branded apparel and assorted gewgaws. Another pop-up store also opened in Los Angeles. Both stores are part of the partnership between Walmart and Columbia Records around the release.
Walmart had “Black Ice” branded trucks cruising New York City and Los Angeles this week, blaring the new tunes and making stops to let AC/DC fans listen to tracks with headsets at listening stations. They could also try out the game on a back stage of each truck. The mobile AC/DC units also started selling the album early this morning.
For those who miss the trucks or can’t make it to Walmart, the album is also being sold online at Walmart.com, samsclub.com or acdc.com.
Walmart typically stages music promotions each fall, and this one follows a successful campaign for an Eagles release last year. The retail chain knows it’s playing to a sweet spot among rock fans with its multi-faceted approach around the AC/DC release.
“AC/DC covers a wide range of ages among music fans. Their catalogue has been one of our best sellers for years,” said Walmart spokeswoman Melissa O’Brien, who noted that the band’s T-shirt has been a best seller as well.
AC/DC and its Sony label were looking for a different distribution channel, according to O’Brien, who said Walmart wanted to put a different spin on promoting what it knew was a keenly anticipated release.
Head bangers will be able to hit the AC/DC sections in Walmart stores through January.
