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A flower-covered Summer of Ghosts bus created for the CBS campaign
Experiential · Multi-city campaign · CBS × BMF

Summer of Ghosts

Eight ghosts. Eight cities. One summer-long campaign that gave every spirited character a real-world moment to die for.

ClientCBS
CampaignSummer of Ghosts
LocationsLos Angeles, CA
Altoona, PA
San Diego, CA
New York, NY
Marina del Rey, CA
Montauk, NY
DateSummer 2022
AgencyWe Are BMF

CBS launched the hiatus with an award-show-style "In Memoriam" video paying respect to the recently departed. The brief was to keep the spirit of the show alive between seasons and drive binge and catch-up viewing into the Season 2 premiere.

BMF answered with an eight-stop, coast-to-coast campaign of character-led stunts, partnerships and experiences. Each activation translated a ghost’s backstory into the real world—wrapped in the show’s gilded visual language and engineered for press, social sharing and fan participation.

Results

Campaign impact · Summer 2022

700M+

Earned media impressions

14.4M+Paid social impressions
7.5M+TikTok hashtag views
8,000+Total foot traffic
4,000+NFTs claimed
8Coast-to-coast activations

See the summer come alive

Use the play bar to skim
The Big Idea
Honoring the Ghosts of Ghosts, one "to die for" moment at a time.

Each of the show's spirited title characters died in a different century — so each got a memorial only they could have. The campaign treated fictional ghosts like beloved public figures, honoring their individual worlds through events fans could actually walk into.

01 Flower's Flowers Los Angeles, CA

A launch in full bloom

The campaign opened in honor of Flower, the show's '60s bohemian spirit — a flowery takeover of Alfred Coffee with a cast appearance and an FYC panel at the El Rey, both drenched in florals through a BMF-managed partnership with celebrity florist Jeff Leatham. A tapestry-wrapped VW flower bus overflowed with blooms, and every latte left with a "Death Before Decaf" sleeve.

Tapestry-wrapped Summer of Ghosts VW flower bus overflowing with blooms by Jeff Leatham Summer of Ghosts framed logo nested in a floral installation at the FYC event
Alfred Coffee cups in Death Before Decaf and I'm a Haunt Mess tapestry sleeves The cast of Ghosts on the green carpet at the floral CBS Original backdrop Ghosts FYC panel on stage at the El Rey Theatre
Rear of the Ghosts flower bus surrounded by roses, delphinium and allium
02 Hetty-quette Book Launch Los Angeles, CA

Manners & outdated advice

Gilded Age ghost Hetty "dropped" her old-fashioned guide to social etiquette — Hetty-quette: A Book of Manners and Outdated Advice — at an LA bookstore launch. Costumed Victorian hosts, tea-service styling and a nightgown-clad window display turned a book signing into a period-perfect photo op.

Victorian-costumed host beside the Hetty-quette book display and florals Bookstore window vignette with chaise lounge and Summer of Ghosts signage
Guests holding the Hetty-quette book and Summer of Ghosts postcard Gilded-frame Ghosts key art with two Victorian-dressed hosts on a settee
03 Alberta Haynes Museum Altoona, PA

A hometown legend, at last

Prohibition-era jazz singer Alberta finally got the recognition she always craved: BMF brought the show's fictional garage museum to life in her hometown of Altoona, Pennsylvania. A pop-up Alberta Haynes Museum delighted fans with memorabilia, a performance stage draped in red velvet, and "Greetings from Altoona" souvenirs.

The Alberta Haynes Museum pop-up on garage doors in Altoona, Pennsylvania Guest on the gold damask settee beneath the Ghosts tapestry backdrop with brass horn Fan at the vintage microphone on the museum's red-velvet performance stage Alberta-inspired wardrobe rack beside an antique dressing mirror Museum shelf displaying Alberta photographs, Harlem history books and moonshine decanters Period bar display with framed Alberta portrait and vintage bottles Gold-curtained jazz stage with Ghosts backdrop, antique settee and instruments
04 Sasappis' Storytime Brooklyn, NY

Stories & a good slice

Sasappis — the show's resident storyteller and pizza devotee — was honored with a live storytelling night brokered with The Moth at Roberta's Pizza in Brooklyn. Guests shared their own tales at story-prompt tables over a custom "Sasappis" pie, with a line around the block and limited-edition tees to take home.

The line down the block outside Roberta's for Sasappis' Storytime Guests at the storytelling tables with Share Your Story cards
The Sasappis pizza and event menu — a Ghosts x Roberta's collaboration Summer of Ghosts tapestry-wrapped bar at Roberta's Sasappis' Storytime tee, buttons and Summer of Ghosts card gift bag
05 Pete's Friend Zone San Diego, CA

Camp for the living

Scout-leader Pete (arrow and all) set up camp at San Diego Comic-Con. "Pete's Friend Zone" was a full campground — Welcome Center for the Living, glamping tents, archery range, tarot-reading psychics and a popcorn shack — with show easter eggs everywhere, a cast appearance, and an outdoor screening under the stars.

Outdoor screening of Ghosts at dusk at Pete's Friend Zone, San Diego Comic-Con
Glamping tents, Old Mine Shaft entrance and Do Not Feed The Psychics signage Camp benches facing the Summer of Ghosts screen with popcorn cart and mine-shaft tent
Fans at the archery range with a scout-uniformed brand ambassador Ghosts character tarot cards being read at the psychic tent Ghosts popcorn shack with branded boxes at the campground
The cast of Ghosts behind the campground popcorn stand, arrows through their hats Cast members of Ghosts on the campground turf at Comic-Con
06 Isaac on Broadway New York, NY

Ghosts: The Musical

Revolutionary-era ghost Captain Isaac Higgintoot — forever trying to one-up Alexander Hamilton — finally got his Broadway moment. A Times Square takeover starred a Playbill-style billboard for Ghosts: The Musical, listening kiosks premiering an original Ghosts song, and a colonial street team handing out Higgintoot dollars.

Playbill-framed Ghosts The Musical billboard rising over Times Square
Yellow listening kiosks between Summer of Ghosts tapestry walls in Times Square Colonial-costumed street team surprising passersby with Higgintoot dollars Captain Isaac Higgintoot performer at the Ghosts The Musical billboard
07 Thorfinn's Feast Marina del Rey, CA

A feast worthy of Valhalla

The show's thousand-year-old Viking got a send-off at sea: a VIP brunch aboard a yacht for influencers and tastemakers. Copper cauldrons of grass-fed beef and wild seafood, golden goblets, fur-and-corset costumed shieldmaidens and a Ghosts flag flying off the stern — a norse harvest, LA style.

Influencer guests feasting family-style aboard the yacht Thorfinn's Feast tablescape with copper cauldrons, golden goblets and parchment menus
Viking-costumed hosts in horned helmet and furs at the greenery backdrop Feast This Way A-frame sign with hatchet pointing guests to the dock CBS Original Ghosts flag flying from the yacht over the marina
08 Forever Trevor Montauk, NY

The blowout bash (no pants)

The finale honored pantsless finance bro Trevor with an epic Hamptons party at The Surf Lodge, celebrating his signature style with UNTUCKit. DJ sets with Ghosts money guns and $30 "Trevor bills," a T-Money cocktail, a champagne tower, disposable party cams — and his khakis, frozen in a block of ice.

DJ firing a Ghosts money gun of Trevor bills over the decks Trevor's pants frozen in a block of ice beside Forever Trevor signage Guests at the yellow pinstripe Forever Trevor Hamptons Party photo wall Champagne tower and branded pillows on the deck overlooking Fort Pond T-Money bar setup with Trevor bills, party cams and the money gun Giant CBS Original Ghosts dimensional letters on the sand at sunset
A summer that kept the spirit of the show very much alive.
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