GHOSTBUSTERS: AFTERLIFE - SONY

CHALLENGE:

To create a digital-led campaign to engage two overlapping audiences in the digital release of Ghostbusters: Afterlife, older fans of the original franchise (some of whom are now parents) and a fresh family audience.

SOLUTION:

We curated a range of influencer content partnerships, pulling on fan-favourite threads from the franchise to engage our audiences. From tapping into the iconic theme tune and creating family friendly dance routines with a Strictly star, to celebrating the super cute Stay Pufts with Bake Off masterclasses, we reached parents and provided activities to get the family involved in the franchise.

For our core franchise and entertainment fans, we used TikTok as a key channel, working with comedy influencers and demonstrating original fans getting their family into the franchise.

RESULTS

Bespoke influencer content across 4 x influencer channels. Overall, our influencer content reached a huge audience of over 400k on Instagram and over 1.6m on TikTok.

IMPACT

Overall, our influencer content reached a huge audience of over 400k on Instagram and over 1.6m on TikTok. The Ghostbusters: Afterlife home entertainment campaign exceeded the target number of downloads.