The Afterlife Train

VML partners with Warner Bros and the iconic 'Beetlejuice Beetlejuice' film on an immersive Halloween experience.

VML's 'The Afterlife Train' is a fully immersive, terrifyingly fun experience that transports Gen Z straight into the film's eerie world. Built in just nine days, this four-car fright-fest in the heart of Madrid blends jump scares, easter eggs and exclusive Fanta twists into a can't miss Halloween event. The campaign is a social media frenzy, fueled by top influencers and streamers from all over the world, reaching over 3.8 billion people on social and turning Fanta into the official drink of the spooky season.

Riding Fanta’s 'Afterlife Train' is an unforgettable adventure! The perfect blend of Halloween thrills, Beetlejuice vibes and Fanta fun make it the spooktacular experience we’ve always wanted to create. It’s a brilliant example of team collaboration within WPP that brings this fun, spooky dream to life in an epic way.

Daniel Pownall

Executive Creative Director, VML

Halloween activations often fall flat, relying on the same narratives and tricks and failing to genuinely engage Gen Z. Facing a saturated market of predictable experiences, Fanta needed to break through the noise and own the spooky season. The challenge was to create a truly immersive and shareable experience that resonated with this digitally native audience, surpassing competitor efforts and solidifying Fanta's position as a Halloween icon.

Beetlejuice's resurgence in pop culture, coupled with Gen Z's appetite for nostalgia and immersive experiences, provide the spark. The film's dark but comedic tone aligns perfectly with Fanta's playful brand personality. The insight: tap into this cultural moment and bring the fantastical world of 'Beetlejuice Beetlejuice' to life, offering a unique and unforgettable Fanta Halloween adventure.

'The Fanta Afterlife Train' is an escape room in the shape of the iconic train from 'Beetlejuice Beetlejuice' that Fanta turns into a multisensory Halloween experience. Four themed train cars feature jump scares, easter eggs and exclusive Fanta-themed elements, offering a thrilling ride into the afterlife.

The Afterlife Train is a viral sensation, catapulting Fanta to the forefront of Halloween conversations. The campaign drives significant brand awareness and engagement, solidifying Fanta's position as the official brand and drink of the spooky season. Influencer and press partnerships amplify the experience, generating over 3.8 billion impressions and a social media phenomenon that exceeds projections.