In a new marketing campaign touting the company’s mobile-checkout scanning technology, Sam’s Club is featuring two of the world’s fastest athletes, champion sprinters Usain Bolt and Allyson Felix, to highlight the speed and ease of its Scan & Go service in a series of digital videos.
Scan & Go allows members to skip the checkout line by scanning items with their smartphones as they shop and then also paying from their phones. The main campaign video follows Bolt as he races through a Sam’s Club, scanning and checking out in record time by using the app. Felix makes an appearance as Bolt celebrates his latest victory with a friendly reminder that she recently surpassed Bolt as the holder of the most world championship gold medals. The video resides on the brand’s microsite, ScanAndGoChallenge.com. Beyond the videos, Sam’s Club noted that it would support the campaign through digital ads, social media and paid integrations.
“Convenience matters to our members, especially during the holidays when everyone is crunched for time,” said Tony Rogers, Sam’s Club svp/chief member officer. “What better way to demonstrate how much time you can save shopping with Scan & Go than by partnering with two of the world’s fastest people?”