INSUBCONTINENT EXCLUSIVE:
Walmart and Eko announced a partnership this morning to create a joint venture for interactive content called W*E Interactive Ventures.The
best example of the interactivity that Eko enables is probably “That Moment When,” a comedy web series that the startup created last
year in partnership with Sony. In a series of short videos, you take on the role of Jill, a young-ish woman struggling to get her life
together — the viewer decides what Jill says and also plays mini-games to help her achieve her goals.According to the announcement, W*E
content will include a variety of formats like cooking shows and interactive toy catalogues.Eko CEO Yoni Bloch said they aren’t announcing
any specific shows yet, but they will be “free and distributed everywhere,” and will be united by an aim to make the viewer “be the
hero, be a part of the decision-making in the story.” The plan is to start releasing this content sometime next year.Walmart might not
seem like the most obvious partner on something like this, but the company has been expanding into digital media with efforts like Vudu (it
just announced a partnership with MGM) and, more recently, Walmart eBooks.Bloch said the deal also includes a Walmart investment of
undisclosed size into Eko
Apparently the joint venture will work primarily as “the funding vehicle” for this new content, with Walmart staying out of the creative
decisions.“Walmart has been an incredible partner, allowing us to have creative control, which we are passing on to the creators,” Bloch
said.Tribeca Productions co-founder Jane Rosenthal will serve as strategic advisor to WE Interactive Ventures, and Eko Chief Media Officer
Nancy Tellem will be on the board.“Our partnership with Eko will help us accelerate efforts to deepen relationships with customers and
connect with new audiences in innovative ways and is one part of an overall entertainment ecosystem we’re building,” said Scott McCall,
senior vice president for entertainment, toys and seasonal at Walmart U.S, in the announcement.
