Walmart is working with Eko to create interactive content

Walmart and Eko announced such partnerships this morning to create a joint undertaking for interactive content called W* E Interactive Ventures.

The best instance of the interactivity that Eko enables is likely ” That Moment When ,” a slapstick web series that the startup generated last year in partnership with Sony . In a series of short videos, you take on the role of Jill, a young-ish wife struggling to get their own lives together — the onlooker decides what Jill says and also plays mini-games to help her achieve her goals.

According to the proclamation, W* E content will include a variety of formats like cook sees and interactive doll catalogues.

Eko CEO Yoni Bloch said they aren’t announcing any particular evidences yet, but this is gonna be” free and distributed everywhere ,” and will be united by an aim to construct the spectator” be the hero, be a part of the decision-making in the tale .” The program 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 merely 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 seam undertaking will work principally as” the funding vehicle” for this new content, with Walmart standing out of the creative decisions.

” Walmart has been an incredible spouse, allowing us to have creative self-control, which we are passing on to the creators ,” Bloch said.

Tribeca Productions co-founder Jane Rosenthal will serve as strategic advisor to W& E 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 brand-new audiences in innovative ways and is one part of an overall entertainment ecosystem we’re house, ” said Scott McCall, senior vice president for entertainment, playthings and seasonal at Walmart U.S, in the announcement.

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