Rivian Launches Ghostbusters Campaign With Bill Murray

On October 9, 2026, Rivian launched a Halloween themed marketing campaign featuring Bill Murray and Ghostbusters elements to promote its electric vehicles. The EV maker created a branded experience to increase attention as it works to strengthen awareness amid ongoing business challenges. The campaign transforms a Rivian vehicle into a version inspired by the Ghostbusters Ecto 1 and includes a software update with themed visual elements inside the vehicle system.

According to Yahoo Finance, the update adds custom displays, switches, dials, and animated details. Yahoo Finance reported that the campaign includes a physical vehicle that will appear in various locations and a redesigned interface overlay for Rivian vehicles. The company has previously released seasonal software features, but this was described as its largest Halloween update.

Rivian's campaign features entertainment elements connected to the Ghostbusters franchise, with the vehicle designed to combine pop culture references and in-car technology. The update includes visual effects such as flickering lights and themed dashboard animations.

Yahoo Finance noted that Rivian's stock had fallen 27 percent during the year, creating a need for additional brand attention. The report also said the company had recorded positive delivery results and reaffirmed its delivery guidance. The company is continuing to focus on the R2 vehicle program, which Yahoo Finance described as important for Rivian's business plans. The R2 rollout and production growth remain key areas for the automaker as it develops its product lineup.

The campaign was created through a partnership involving Columbia Pictures, the studio behind Ghostbusters. The collaboration combines Rivian's vehicle technology with recognizable entertainment properties to create a seasonal customer experience.