Halloween campaigns often rely on familiar costumes, spooky visuals and seasonal promotions. Rivian has taken a different approach this year by bringing Ghostbusters into its electric vehicles through a custom SUV, a campaign film featuring Bill Murray and a limited-time software update. The collaboration with Sony Pictures combines a recognisable film franchise with features that owners can explore directly inside their cars.
The campaign also continues a tradition Rivian has developed over the past few years. In 2024, the company introduced Halloween software inspired by Knight Rider and Back to the Future, alongside a haunted vehicle theme. Its 2025 update featured a spooky swamp experience with themed sounds, lighting and other effects. For Halloween 2026, Rivian has partnered with Ghostbusters, using the franchise to give its vehicles a seasonal update while offering fans a familiar set of characters and references.
One of the campaign’s main attractions is the Ecto-R1, a customised version of Rivian’s R1S electric SUV inspired by the iconic Ecto-1 from the original 1984 film. The vehicle features white and silver styling, red graphics and the familiar No-Ghost logo. Its roof rack includes sirens, spotlights, a radar dish and other equipment inspired by the original ghost-hunting car. Rivian’s Special Projects team created custom components for the build, adapting the film’s visual identity to the company’s own vehicle design.
The Ecto-R1 gives the campaign a physical centrepiece, but the promotional film brings the collaboration to a wider audience. Bill Murray returns as Dr Peter Venkman in an advertisement directed by Gil Kenan, who co-wrote Ghostbusters: Afterlife and directed Ghostbusters: Frozen Empire. The film features a house experiencing supernatural disturbances, with Slimer causing chaos before the familiar ghost-hunting vehicle arrives. Murray’s appearance and the use of a well-known character help connect the campaign to the humour and nostalgia associated with the franchise.
Rivian has also extended the collaboration into the vehicles themselves. A dedicated Ghostbusters experience began rolling out through an over-the-air software update on October 9 for its R1S, R1T and R2 vehicles. Owners can activate themed displays, cabin lighting and sound effects, with options inspired by the Ecto-1, Proton Pack, Ghost Trap, Slimer and Venkman. A Motion Mode triggers selected effects when someone approaches the vehicle, while a scavenger hunt hides characters across different screens for owners to discover.
The update also includes a mini-game called ‘Mallow Mash’, where players try to pop Mini-Puft marshmallow characters while the vehicle is parked. The experience is available for a limited period, until November 2, making it part of Rivian’s seasonal offering rather than a permanent vehicle feature. The company has also planned displays and community activations at locations across the United States, including New York City, Austin, San Francisco, Miami and Laguna Beach, giving visitors an opportunity to see the custom vehicle and experience the Halloween theme.
The different elements serve separate purposes. The Ecto-R1 creates a distinctive visual attraction, the film introduces the collaboration to a broader audience, and the software update gives existing owners a reason to interact with the campaign themselves. Fans who do not own a Rivian can still engage with the advertisement and physical displays, while vehicle owners get access to features that make the partnership part of their everyday experience.
For Rivian, the collaboration demonstrates how a seasonal campaign can extend beyond a single advertisement. Rather than relying entirely on film references or themed vehicle styling, the company has used its software capabilities to bring the partnership directly to its customers. The Ghostbusters theme gives those features a recognisable identity, while the limited-time experience adds a reason to try them during Halloween. It is an example of how brands can use existing products, entertainment partnerships and interactive features together to create a campaign that audiences can experience in more than one way.
Want to stay updated on the latest campaigns and creative ideas? Follow Markedium Campaigns for more.
Have a campaign you think deserves a closer look? Submit it to us here.
Leave a comment