Key Art Awards submission: X4022 Ghost Rider – Special

Sony Pictures Entertainment
Key Art Awards submission:
X4022
Ghost Rider – Special Recognition
GhostRider-Movie.com/SpecialRecognitionAwardsPage
The objective for Ghost Rider was to engage a web savvy audience in the
character duality (Johnny Blaze, aka Ghost Rider) while making the story and
characters relatable for a mass audience while not alienating fans of the comic
book. To achieve this, an integrated campaign was conceived to connect the
film’s “flames iconography” on movie posters, billboards, the side of buildings and
other stunt media online and offline.
The official movie site showcased film footage to highlight the movie’s amazing
special effects while providing in depth character information. To extend this
further, a suite of materials were built to excite users into the world of Ghost
Rider.
GhostRiderWasHere.com
GostRiderWasHere.com was created for general
moviegoers to articulate the mythology behind
Ghost Rider - Johnny Blaze sold his soul to the
devil for a reason. The site recreates this decision
by allowing users to “sell their soul” by selecting
what is most important to them. A world map
shows how many people have participated and
what reason they selected. The url was promoted
through outdoor stunt placements which looked “burned” across billboards and
sides of buildings.
BecomeGhostRider.com
To further the icon of Ghost Rider’s blazing head, users hook
up their own webcam and could “virtually” light themselves
on fire. A photo was taken and deposited in a photo gallery
where users could rank one another’s “Ghost Rider photos”.
Sony Pictures Entertainment
GhostRiderMovieBlog.com
Created for core fans that were familiar with
the comic book and filmmaker pedigree, a blog
was developed 5 months prior to the movie’s
release. The blog connected fans to
filmmakers, their decisions, allowed users to
have access to the filmmaking team by asking
questions, and gave a behind the scenes look
into the movie making process and special
effects. Video and text blogs were updated on
weekly/daily basis.
Media
The core audience was males 18-34 so it was important to showcase the movie’s
action and iconic graphics such as the flames, “hell cycle” and chain. Therefore
a variety of stunt placements utilizing rich media, video, and site takeovers/roadblocks were developed and implemented. Additionally, an instant
messenger stunt was executed where users could “flame” their friends.
Ghost Rider opened to number one at the box office with a $52 million opening.