Walmart is working with Eko to create interactive content

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 cookings 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 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 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.