Sony Pictures Entertainment (SPE) charged BDA to develop and execute an integrated marketing campaign for its Ghostbusters movie release. SPE’s highest priorities depended on increasing Ghostbusters brand awareness and generating new revenue streams from unconventional markets – on a tight budget and a short timeline. 

BDA stimulated nontraditional royalties and licensing opportunities by driving Ghostbusters pre-release buzz into unique and untapped markets. BDA developed 28,500 bobbleheads for Major League Baseball theme night giveaways as well as promotional merchandise for slot machines, participating state lotteries, and IGT and G2E tradeshows. BDA also activated new retail partnerships with Kellogg’s and Walmart. 

The Ghostbusters film grossed more than $228 million in theaters worldwide ($46 million during opening weekend alone). Sony Pictures Entertainment received 15% of over $1.4 million from branded merchandise royalties. In addition, BDA exposed the Ghostbusters brand to upwards of 20,000 tradeshow employees. Ultimately, BDA distributed in excess of 28,500 Ghostbusters bobbleheads to stadiums totaling more than 100K attendees, created 2.3 million toys for Kellogg’s cereal boxes, and fulfilled back-to-school merchandise for over 3,000 Walmart stores nationwide.