In collaboration with Warner Bros. and timed to the release of Beetlejuice Beetlejuice, Fanta launched The Afterlife Train, a mobile-first immersive game celebrating the drink's limited-edition Beetlejuice flavors. The experience entailed three mini games and an AR filter, where users board a 3D train to solve puzzles in iconic Beetlejuice-inspired carriages, ultimately to unlock an exclusive AR effect that transformed them into Beetlejuice himself.
Client
Region
Industry
Insight
For Gen Z, storytelling goes beyond watching. Immersion through playing unlocks agency and cultural relevance, especially when reviving a cult ‘90s favorite.
Problem
Fanta needed a culturally relevant way to engage a new generation with its limited-edition Beetlejuice flavors while building hype around the release of Beetlejuice Beetlejuice, the long-awaited sequel.
Solution
In partnership with Warner Bros. and production agency Unit9, we created The Afterlife Train. Hosted on the Coke App and a microsite, the experience was accessible via QR codes on limited-edition packaging, boarding a haunted train journey that began at a Fanta vending machine and unfolded across three interactive 360° carriages. Each Beetlejuice-inspired car — from an eerie attic to a creepy graveyard — featured puzzles, surprises, and cinematic design. Once players escaped the train, they unlocked an exclusive AR effect that transformed them into Beetlejuice. We delivered end-to-end the UX, design and technical architecture of the microsite hosting the three mini-games. This included a phased launch of three website rollouts localized for global markets, from North America to the EU.
