26 June 2009
Printer manufacturer Brother has teamed up with Sony Pictures Home Entertainment to launch a Ghostbusters-themed campaign that coincides with the 25th anniversary of the 1980s movie and its release on Blue-ray disc this June.
Brother’s in-house marketing team has developed the Ghostbusters promotion, which will be featured on one million inkjet cartridge packs. It directs customers to a specially created online game, with the opportunity to win a trip to New York where the sci-fi movie was set.
The campaign is part of Sony’s overall advertising for the film’s new Blue-ray format as well as the launch of a new Ghostbusters video game.
Brother became involved with the promotion after being approached by Sony. “We chose Ghostbusters because it’s an iconic film and a widely recognised brand,” says Brother marketing team leader Andrea Ingham. “The competition is a fun way to engage with customers and drive traffic to the website. We felt it would boost the shelf standout of the product and also offer our customers an exciting way to get involved with the film, which is generating a lot of interest among consumers.”
Brother commissioned agency McCann Erickson to design the promotional game on its website, which involves players collecting Brother ink droplets, while being chased by Ghostbusters’ character Slimer.
This is the first time that Brother has launched such a large-scale campaign. The promotion will run in 21 countries across Europe for a 26-week period. It features an online scoreboard to keep track of the top players. The overall winner will receive the trip to New York.
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