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Sony Unveils 'Ghostbusters' Boo It Forward Marketing Campaign

11 Oct, 2016

Walmart 'Boo' Displays

Sony Pictures Home Entertainment has teamed with Mars, Wrigley, Kellogg’s and American Greetings for an all-inclusive Halloween experience celebrating the “Ghostbusters” franchise at Walmart.

Ghostbusters: Answer the Call was released on DVD, Blu-ray and Ultra HD Blu-ray Oct. 11.

The “Who You Gonna Boo? Program” encourages shoppers to #BooItForward in the tradition of giving someone a bundle of Halloween goodies and encouraging them to give something to someone else.

• In partnership with Mars and Wrigley, SPHE is executing on a number of different shopper marketing elements throughout the stores in Halloween seasonal, candy, snack and entertainment areas including:

• A combined social media program leveraging high-reach influencers with all partners including a Twitter Party and other social programs using video, recipes, posts and promoted pins to drive awareness of Boo’ing encouraging their followers visit Walmart for their Boo Bundle needs.

• A customized Walmart.com/BooitForward online hub will educate shoppers on Boo’ing and inspire them to buy all the items they need to create a Boo kit with candy from Mars and Wrigley product as well as the movie on disc.

• Customized media using location-based and behavioral based targeted mobile media driving in-store and Walmart.com messaging around creating family friendly booing with custom ads showcasing Ghostbusters-themed creative using popular characters such as the ghost “Slimer.” 

• All partners will feature Boo’ing on their in-store displays and signage including Mars Candy, Pet, Wrigley, and Kelloggs.

• Also in store, SPHE will have standout “Ghostbusters” displays with Boo’ing messaging

• In addition to the traditional in-store marketing, there will also be in-store events and parking lot events nationwide showing shoppers how to make their own “Boo” bundle.

Shoppers can also share their experience by using #BooItForward and #Ghostbusters this holiday season. 

Other Promotional partners supporting the Ghostbusters release include:

• Wayback Burgers: running select local market TV, radio and outdoor; all 140+ locations will have various point-of-sale in their restaurants: standee, counter card, table tents; branded food: “Ghostbustin’ Burger” = two patties, pepper jack cheese, ghost pepper sauce; “Stay Puft Slime Milkshake” = vanilla ice cream, toasted marshmallow flavoring, kiwi lime sauce, topped with mini marshmallows.

• Goodwill Industries: running web pre-roll audio/visual spots, radio, outdoor in local markets supporting 3,000-plus donation centers across U.S.; centers will also have window posters; theme: Come in to create your own Halloween costume and/or Ghostbusters look-a-like costume (as worn by the major leads in the movie).

• Balance Bar: running two national full-page magazine ads; themed displays in more than 7,500 retail locations; offering “free Balance Bars with Ghostbusters purchase” in select retailers.

• Pasta Chips: running two national full-page magazine ads; themed displays in more than 5,000 retail locations; “free Pasta Chips with Ghostbusters purchase” in select retailers.

• Orville Redenbacher popcorn: offering “free Orville with Ghostbusters purchase” in select retailers.

• Shutterfly: offering a free mug with Ghostbusters purchase.


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