Rivian found a way to make its electric vehicles part of a movie franchise that has one of cinema’s most recognizable cars.
For Halloween, the EV maker teamed up with Sony Pictures to bring Ghostbusters back to the road.
Here, Bill Murray reprises his role as Peter Venkman, and a custom vehicle called the "Ecto-R1" takes center stage.
The campaign was created in-house by Rivian and directed by Gil Kenan, who co-wrote "Ghostbusters: Afterlife" and directed "Ghostbusters: Frozen Empire."
Matt Soldan, head of creative studio at Rivian, said working with Murray and Kenan raised the campaign's quality.
"Gil knows this world better than anyone as both a writer and director," he said.
Soldan also highlighted the decision to use an old-school Slimer puppet and in-camera effects to stay close to the original films.
The creative team saw an opportunity to bring the fictional vehicle into the real world.
What began as sketches of Rivian vehicles dressed up as the Ecto-1 grew into a custom build, complete with red graphics, the No-Ghost logo, sirens, spotlights, and a radar dish.
All inspired by the original.
A Ghostbusting Tool Giveaway
In the hero spot, a ghost invades someone's refrigerator in the wee hours of the night.
Having detected it, Murray pulls up to the scene in the Ecto-1 to stop it.
He then blasts a special ray that captures the ghost and traps it inside the EV's hood.
As Murray secures the hood, his hands get covered in ghost slime, as the screen reads: "Ghostbusters Halloween Mode. Only on Rivian."
Besides the ad, the campaign's main extension is a software update available from October 9 to November 2.
Rivian owners can activate Ghostbusters-inspired exterior lights and sounds, give the vehicle’s voice assistant a spooky makeover, and play a Mini-Puft-themed arcade game while parked.
A dedicated Ghostbusters app adds themed lighting sequences, sound effects, and an interactive scavenger hunt that challenges drivers to find hidden characters across the vehicle’s displays.
Overall, the update brings the movie’s details into the customer experience, giving owners something to explore and play around with.
Rivian is also taking the collaboration beyond its vehicles’ screens.
Ecto-R1 displays, merchandise, and themed events are planned at retail locations across the United States, with appearances at events such as New York City’s Village Halloween Parade.
"With our software we can really have fun," Soldan said, explaining why Halloween offers an opportunity for the company to explore ideas outside conventional automotive advertising.
Notably, the efforts build on Rivian’s annual Halloween programming, previously featuring vehicle makeovers inspired by Knight Rider and Back to the Future.
This year follows suit with a collaboration that gives the brand another entertainment property to connect with its vehicles.
The Marketing Value of a Software Update
The latest campaign strategy also fits into Rivian’s wider business priorities.
The company reported$1.658 billion in second-quarter 2026 revenue, a 27% increase year over year.
Meanwhile, its software and services segment generated $515 million in revenue.
It's these figures that provide useful context for a campaign that makes software part of the customer experience.
Ultimately, Rivian’s Ghostbusters collaboration proves automakers can use software to give customers new reasons to engage with their vehicles.
Here’s what marketers can learn:
- Make the product part of the entertainment: Rivian gives Ghostbusters fans interactive features inside their vehicles, linking the promotion to something customers already have.
- Give existing customers a reason to return: A limited-time update offers owners a fresh experience without requiring them to buy another vehicle or accessory.
- Connect digital campaigns with physical experiences: Rivian carries the same concept from its commercial into vehicle software, retail displays, and public events.
Overall, the scavenger hunt, spooky voice assistant, and vehicle effects make the car itself part of the entertainment.
Our Take: Can Pop Culture Nostalgia Drive Interest in Rivian?
Ghostbusters gives Rivian access to decades of affection for a fictional car, and that's something most automakers can't achieve easily.
The Ecto-1 is so recognizable that the Ecto-R1 needs very little introduction, and Bill Murray's return gives longtime fans a reason to keep their eyes glued to Rivian's socials.
But nostalgia marketing can only carry a campaign so far.
We think the challenge Rivian faces is whether someone who shows up for Slimer leaves curious about the R1 itself, from its design to the software features.
If Rivian can make fans want the car as much as they want a piece of the movie, then the brand has already won Halloween.
Looking to build campaigns that don’t rely on starting from scratch?
Explore these top brand strategy agencies in our directory to turn existing equity into something that still lands.
