Walmart announced Thursday it’s partnered with Eko, a New York-based startup specializing in “interactive storytelling” that allows viewers to choose the direction a show or commercial takes, to develop new digital content.
“The content, which could include a range of offerings, from cooking shows to interactive toy catalogues, will go beyond the basic personalization available today, allowing viewers to participate in and shape stories as they are being told,” Walmart said in its announcement. “The result will be an experience unique to each participant, creating more engaged and emotionally-connected audiences.”
The bet on the nascent choose-your-own path industry is a big one for the retail giant: Walmart is putting $250 million into its Eko partnership, dubbed W*E Interactive Ventures, according to the New York Times.
“We are not trying to become a studio,” Scott McCall, a Walmart senior vice president for entertainment, toys and seasonal told the Times. “It is our hope that we will work with studios to reimagine what new content looks like.”
The Eko partnership comes as Walmart is increasingly looking to take on its chief rival, Amazon, not only in retail but in entertainment. Walmart has been weighing the launch of its own Netflix-like streaming service for $8 per month, along with a free service that would be supported by ad revenue.
Earlier this week, Walmart signed a deal with Metro Goldwyn Mayer to produce content for Vudu, its video-on-demand service that’s made few waves since Walmart acquired it in 2010. Despite its flurry of deals, though, Walmart isn’t willing to put billions of dollars into content, according to Reuters — something streaming heavyweights like Netflix, Amazon, and even new entrants like Apple are now doing annually.
10 Most Shocking Russian Troll Posts on Facebook and Instagram, From Hillary Clinton to Police Brutality (Photos)
The U.S. House Intelligence Committee on Thursday released more than 3,500 advertisements and posts spread by Russian trolls before and after the 2016 U.S. election. Below is a look at 10 of the most shocking examples that stood out from Congress's reveal.
House Intelligence Committee
Many posts pushed the narrative that Hillary Clinton would confiscate guns if she were elected President.
House Intelligence Committee
This graphic meme painted cops as KKK members attacking a young black child.
House Intelligence Committee
Only "sissies" and other undesirables wouldn't support Donald Trump, many of the memes said.
House Intelligence Committee
President Obama was a "pawn" and "traitor" in the hands of "Arabian Sheikhs," said one 2016 ad.
House Intelligence Committee
The "Black Matters US" page touched on hot button issues like police shootings.
House Intelligence Committee
The "Army of Jesus" page shared a bible verse, along with this meme.
House Intelligence Committee
Russian trolls also used Instagram to spread sponsored political memes.
House Intelligence Committee
The "Blacktivist" page routinely shared memes on Colin Kaepernick and other football players kneeling during the national anthem.
House Intelligence Committee
"Heart of Texas" routinely posted on "Killary Rotten Clinton," and threatened to secede from the union if she won the election.
House Intelligence Committee
The "Being Patriotic" page labeled ex-cons as "Obama voters."
House Intelligence Committee
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Congress just released 3,500 posts touching on a myriad of topics
The U.S. House Intelligence Committee on Thursday released more than 3,500 advertisements and posts spread by Russian trolls before and after the 2016 U.S. election. Below is a look at 10 of the most shocking examples that stood out from Congress's reveal.