Sam’s Club wants to ‘broaden awareness’ in cinemas with a faux-movie trailer starring Kevin Hart

Sam’s Club is not the only brand to go out of its way for holiday marketing as it is back in full force this year with the purpose to gain visibility among shoppers in malls, entertainment venues, restaurants and traffic on congested freeways. A variety of brands are taking advantage of the holiday season, including Lowe’s, Foot Locker, and Ocean Spray.

“Consumers increasingly live their lives beyond the reach of traditional media, so it’s no wonder Sam’s Club have sought out new ways to drive their holiday campaign,” said Ed McLarnon, SVP, regional experience strategy lead at the advertising agency RAPP. “And integrating across a novel format such as a movie trailer along with a music single release also increases their chances of generating some earned media.”