What Happened
Lyft will be giving out Ghostbuster-themed rides as part of a Sony Pictures’ promotion for the upcoming reboot. For a limited time in the first two days of July, lucky Lyft users in five U.S. cities will be able to request a Ghostbuster-themed ride, complete with the Cadillacs from the original 1984 movie, drivers that are dressed up as characters from the movie, and Hostess Twinkies and Hi-C Ecto Cooler – two products featured in the original movie. Riders can also enter a sweepstakes for a chance to attend the L.A. premiere of the new movie.
Why Brands Should Care
While this campaign seems to be directly inspired by Warner Bros. using themed Uber rides to promote Max Max: Fury Road last summer, it stands out with the integration of the two third-party brands featured in the original movie. As the lure of experiential marketing starts to catch on, we expect to see more brands, especially those in entertainment and auto, work with ride-hailing apps or other on-demand services to attract interested consumers with unique branded experiences. Also, brands should look out for opportunities to integrate relevant products into their campaign to enrich the experience as Sony did with Twinkies and Hi-C.
Source: AdWeek
Header image courtesy of Lyft’s YouTube