Fanta: The Beetlejuice Afterlife Train

Objective

Fanta and Warner Bros. partnered to capitalize on the September 2024 theatrical release of Beetlejuice Beetlejuice, targeting Gen Z consumers during the Halloween season. The campaign aimed to drive engagement and sales of limited-edition Beetlejuice-themed beverages through immersive digital and physical experiences, positioning Fanta as a pop culture-aligned brand through the tagline 'Summon The Flavor You Wanta.'

Solution

The campaign featured a limited-edition Fanta Haunted Apple x Beetlejuice flavor with striking black-and-white striped packaging, complemented by character-themed makeovers of the full Fanta range. At its core was an interactive mobile game called 'Escape the Afterlife Train,' playable via QR codes on packaging or the Coca-Cola app and dedicated microsite. Players began at a train station vending machine to obtain a ticket, then navigated three themed 3D train carriages—inspired by iconic Beetlejuice locations including an attic and graveyard—solving puzzles and uncovering clues to progress. The experience utilized looping 360° stitched video to create immersive environments, with completed games earning gems redeemable for prizes and unlocking an exclusive AR filter transforming players into Beetlejuice. Promotion spanned OOH, digital, cinema, and social channels. A four-day immersive pop-up experience opened at Westfield Stratford City in London from October 30, 2024, bringing film scenes to life with interactive elements and photo opportunities. The campaign was led by WPP Open X with Ogilvy, Burson, EssenceMediacom, GOAT, Hogarth, Subvrsive, and VML.

Results

The campaign won recognition at the FWA (Favorite Website Awards).