Sony Pictures stages Ghostbusters PR stunt at London Waterloo


Sony Pictures teamed up with JCDecaux to surprise commuters at London's Waterloo train station today (11 July) with a giant Marshmallow Man sculpture, promoting the release of its new Ghostbusters film.

A giant sculpture of the iconic Ghostbusters character, Stay Puft Marshmallow Man, can be see crashing through the floor of the train station. There are also 8m green ‘Slime Poles’ around the station.

Commuters will have the chance to buy limited edition Odeon tickets and souvenir tins, as well as ghostly goods at a pop-up Ghostbusters retail unit, which has been built to look like a New York Subway entrance. The retail unit is being run by fantasy and cult entertainment retailer Forbidden Planet. 

Promotional staff are also giving out business cards to encourage commuters to call the Ghostbusters headquarters and to hear a message from the team. The phone number is also displayed on phone boxes across the UK.

Advertising at the station shows the hashtag #GhostbustersWaterloo, which commuters have been using to share images on social media.

There is also an immersion zone in the station’s busy commuter tunnel, which has been transformed with New York vinyl wraps and atmospheric audio, including eerie snatches of sound from New York City.

There is further experiential activity at Birmingham Bullring and Manchester Piccadilly, using the iconic Ghostbusters car, the ECTO-1.

Fake news stories, featuring ghostly sightings, have also been deployed across the UK on JCDecaux’s Digital Out-of-Home (DOOH) network.

The campaign concept has been created, managed and executed by JCDecaux. The creative was handled by Feref and media handled by MGOMD and Talon.

Stuart Williams, deputy managing director and marketing director at Sony Pictures UK, said: "We wanted to deliver more than a pure awareness outdoor campaign and give people the chance to experience Ghostbusters for themselves and be part of the excitement. The activity covers experiential, media, digital, publicity and merchandising and is a critical part of our release campaign to make Ghostbusters the film event of the summer."

Stacey Knight, director of JCDecaux Blue, said: "Waterloo station is the perfect location to create memorable experiences for commuters. The team at JCDecaux had a lot of fun coming up with the creative ideas for the Ghostbusters campaign. A massive Stay Puft man, slime all around the station and fake news stories will no doubt deliver huge excitement and buzz around the film."

Comment below to let us know what you think.

For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground

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