Goodwill Industries International, which is based in Rockville, Md, teamed up with Sony Pictures Entertainment for the release of the animated film, Hotel Transylvania 2, to encourage people across the U.S. and Canada to do their Halloween shopping at Goodwill’s more than 3,000 stores or online at shopgoodwill.com®. Goodwill and Sony Pictures united with the message, “Be Your Own Monster,” urging consumers to make Goodwill their Halloween headquarters for creating unique, affordable costumes — even costumes based on one of the movie’s characters, such as Dracula, Mavis or Frank. According to a release, when costume-seekers shop at Goodwill, they helped people in their communities get job training, earn jobs and access other community-based services.
The partnership included a radio and television campaign, which joined the Goodwill brand with the world of “Hotel Transylvania 2”. Characters from the film were featured in the ads, encouraging people to shop at Goodwill for Halloween.
Jim Gibbons, president and CEO of Goodwill Industries International, said “when people build their one-of-a-kind costumes at Goodwill, they are also supporting Goodwill’s mission of putting people back to work. Last year, Goodwill placed more than 318,000 people in employment, and we are happy that Sony understands and values the power of work.”
George Leon, executive vice president, Sony Pictures Consumer Marketing, added, “By partnering with Goodwill as a key Halloween destination for Hotel Transylvania 2, we’re going to see families and kids expressing their natural creativity as they bring their favorite characters to life for trick-or-treating. Not only will they be creating the kind of memories that money can’t buy, they’ll also be doing good in their own communities by funding Goodwill’s mission.”