It's HALLOWEEN. who you gonna call?

Assignment: Celebrate Krispy Kreme’s exclusive partnership with the iconic movie franchise and promote the chain’s limited-edition Ghostbusters Halloween doughnuts

Idea: We created a Google Maps-powered “ghost hunt” that put the Ghostbusters’ famous PKE (Psychokinetic energy) Meters in the hands of our fans—and invited them to find and capture Slimer and his friends before they ate all the Halloween doughnuts. Easter eggs in New York City unlocked hidden movie scenes, Krispy Kreme locations revealed a special surprise, and random fans were awarded with prizes for sharing their activity on social.

Enter any city or zip code to start hunting ghosts and halloween doughnuts! We built a custom overlay to randomly hide them throughout the country—and the only way to reveal them is by using the PKE Meter to search the map. As you search, the paranormal field around the meter changes to color to let you know you're getting close to finding something spooky or sweet.

When you find a hidden ghost or doughnut, the display on the meter changes to let you "Eat" or "Capture" it with just one tap. A small pop-up lets you share your conquest on social, and links back to the microsite so your friends can hunt for ghosts—and grab some real-life doughnuts—in their own neighborhoods, too.

We supported the campaign through all the usual channels: KrispyKreme.com, Facebook, Twitter, Pinterest, Tumblr and PR, and tons of people responded by sharing pics of themselves getting into the Ghostbusters spirit in-store.