Fanta: Beetlejuice Afterlife Train

The background

To coincide with the launch of the hotly-anticipated franchise sequel, Beetlejuice Beetlejuice, Fanta wanted to create a memorable campaign over spooky season that spotlighted their limited-edition Beetlejuice flavours. The brand knew they wanted to engage their Gen Z target audience – so we created an immersive digital experience filled with interactive, gamified content.

The execution

Hosted on the Coca Cola app as well as on a dedicated microsite, the mobile experience consists of three mini games and an AR filter, transporting users into the frightful world of Beetlejuice. The adventure starts at a train station, where players can interact with a Fanta vending machine to retrieve a ticket before handing it over to the inspector and boarding the Afterlife Train.

Next, they have to navigate through three intricately-designed 3D train carriages, each themed around an iconic Beetlejuice set – from a sinister attic to a creepy graveyard. Each carriage contains puzzles that players must solve before moving onto the next car, encountering surprises and interacting with elements inspired by the movie along the way. To add to the fun, users could earn gems for completing challenges, which can then be redeemed for prizes in the Coca-Cola app.

We crafted looping 360° videos to create the settings for each train car. Interactive elements would trigger new videos that were seamlessly stitched together with the 360° scenes. For the puzzles, we used a mixture of video content and elements developed on the front end to create the interactive features.

Once the games are successfully completed and players have escaped from the Afterlife train, they can access an exclusive AR effect that transforms them into the infamous Beetlejuice – the movie’s titular character.

The results

Fanta’s Beetlejuice campaign effectively tapped into the world’s fascination with the film franchise over Halloween season, allowing fans to immerse themselves in the world of the movie as well as boosting interaction with the Fanta brand. It was an honour to help bring the iconic IP back to life with an immersive experience fit for modern day thrill seekers.