Wal-Mart Says "Game Time!"

But... still not blowing money on sponsorships!

For the fourth year, Wal-Mart is promoting its "Game Time" co-op campaign around the start of the football season.

The generic campaign once again involves no official sponsorships or licenses.

The integrated campaign, which features brands like Tostitos, Totino's and Pepsi, involves in-store displays, circulars and cable TV spots. According to the In-Store Marketing Institute, the in-store campaign features "ceiling banners, endcaps, dump bins, in-line headers for sports-related apparel and brand-supplied pallets merchandising food and beverages."

The campaign also features a special Game Time micro-site, which allows fans to plan their viewing party by building a dynmaic video invite and sending it to all of their friends. In addition, visitors can build shopping lists, plan recipes, play online games, take quizzes and more.

Seems Wal-Mart is once again finding a way to promote at an everyday low price. Another efficient way to tap into the spirit of the season without sponsorship?