Client
Region
Tech stack
To coincide with the launch of the 'Beetlejuice Beetlejuice' movie, Fanta wanted to create a memorable campaign that spotlighted its limited-edition Beetlejuice flavour, 'Fantasy Mystery Beetlejuice.' So we launched a gamified experience on Coca-Cola-owned platforms in 47 countries to make the IP feel tangible.
A haunted train ride to unlock Beetlejuice
In collaboration with Warner Bros. and production agency Unit9, we created The Afterlife Train. Accessible via QR codes on limited-edition packaging, the mobile experience lived on the Coke App and a custom microsite where users boarded a 3D haunted train. Across three cinematic 360° train carriages that were meticulously designed with Beetlejuice visual language, players solved puzzles to progress. By completing the journey and escaping the train, players unlocked an exclusive AR effect that transformed you into Beetlejuice himself. We supervised Unit9's production build, from end-to-end UX, design, and technical architecture. Integrating the experience onto Coke's environment, we shipped three phased website rollouts localized for North America and Europe. Step aboard the Afterlife Train and play here (mobile-only).
How it worked
Immersive 360° design
Each of the three train carriages was a fully immersive 360° environment themed around iconic Beetlejuice sets, from a sinister attic to creepy graveyard. Looping 360° videos served as the foundation for the interactive puzzles. Players solved challenges to progress, earned gems along the way, and unlocked rewards redeemable in the Coca-Cola App.
AR payoff
Completing the journey unlocked an exclusive Beetlejuice transformation AR effect, where players could transform themselves intot the titular character from the film.
Frictionless distribution
QR codes on limited-edition packaging provided instant entry. The experience lived on both the Coca-Cola App and a dedicated microsite (Coke's website hub, OneXP), creating a dual-channel activation. The real hook was the rewards loop: players earned points, then redeemed those points directly in the Coca-Cola App for exclusive perks—localized prizes for each market that kept engagement alive beyond the game itself.
Some wins
🥇 Winner: Global Network Marketing Award for Mind Blowing Creativity 🥇 Winner: Coca-Cola's EU Excellence Award for the Sparkling Best Activation 🏅 Shortlisted: Global Network Marketing Award for Brave and Boundless initiative and Best Product Experience Awards