The Ghostbusters film release launched a full domination campaign that transformed Waterloo station overnight. Features included stickers, special build dripping goo, Dynamic Snapchat content on the giant digital screen and even a giant Stay Puft Marshmallow man crashing through the floor. Retail units sold merchandise, film tickets and brand ambassadors handed out Ghostbusters’ business cards. By calling the number, you got through to the Ghostbusters’ voicemail.
The full domination OOH campaign was a huge success. It grabbed attention by breaking the otherwise repeated journeys of commuters and immersed them into the story. Impressive features like the giant Stay Puft Marshmallow Man delighted commuters and the multi-faceted nature of the event built anticipation and excitement. The campaign received over 7,000 mentions in the first 2 days including 5,560 tweets with the dedicated hashtag #ghostbusterswaterloo (the top used tag for the campaign). In addition, the Ghostbusters hotline got a phenomenal 362,882 calls.