Ghostbusters: Frozen Empire x Al Roker spot

Sony Pictures Entertainment and NBCUniversal collaborated on a groundbreaking campaign for the release of Ghostbusters: Frozen Empire. Partnering with NBC’s top Ghostbusters super fan, Al Roker, SPE leveraged NBCU's cultural influence to boost the beloved franchise. This strategic partnership not only resonated with legacy fans but also introduced the film to a multifaceted group of new audiences.

The latest installment, Ghostbusters: Frozen Empire, highlights the series' return to the iconic Ghostbusters' NYC firehouse, where they battle the film’s protagonist, Garraka, an ancient evil threatening to unleash a second ice age. Using chromakey technology and intercut of film clips in a 60-second custom video, Al Roker is seamlessly integrated into the Ghostbusters universe, becoming part of the film's plot and content. 

Al Roker took viewers on a journey, leveraged his weather expertise, and used meteorological language to describe Garraka and the gloomy events around him. Despite the ominous scenes of the movie, Mr. Roker’s natural humor brought a sense of levity and fun.

Sony Pictures Entertainment and NBCUniversal’s collaborative efforts exemplify how a fusion of advertising and editorial content can effectively communicate a brand's message. By seamlessly integrating Al Roker into the Ghostbusters universe, SPE and NBCU successfully promoted Ghostbusters: Frozen Empire within the entertainment space. This strategic approach not only honored the franchise’s legacy but also connected with a diverse audience, showcasing how brand promotion can be both engaging and impactful.