After Walmart and Sony BMG’s Columbia Records announced the exclusive sale of AC/DC’s first new album in 8 years, “Black Ice,” at Walmart stores, they turned to us to activate that opportunity. Wanting to attract a wide range of fans and build on the band’s cross-generational appeal, we designed a multi-dimensional program both inside Walmart and on the road. AC/DC mini-shops were built at stores nationwide and a mobile tour hosted events in the heart of New York and Los Angeles.

Black Ice Album •Over 2.0+ million total units sold to date: 2X platinum exclusively at Walmart and on walmart.com•2nd highest first week sales of the year, 784,000 units•Highest selling debut album in Sony music and Columbia music history•First No. 1 debut album in AC/DC history•AC/DC catalog overtook the Beatles as the best selling artist of all timeIn-Store Cross Category Sales:-AC/DC licensed apparel +75% comp sales; overall men's apparel flat to slightly down-Biggest men's apparel licensed event PR-AC/DC PR initiatives combined have garnered 3,030 placements for a reach of 136,800,234