The afterlife train

This Halloween, VML summoned the right kind of help to create the best experience. Partnering with Warner Bros and the iconic Beetlejuice Beetlejuice.

We created The Afterlife Train, a fully immersive, terrifyingly fun experience that transported Gen Z straight into the film's eerie world. Built in just 9 days, this four-car fright-fest in the heart of Madrid blended jump scares, easter eggs and exclusive Fanta twists to become the Halloween event. The campaign generated 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 was an unforgettable adventure! The perfect blend of Halloween thrills, Beetlejuice vibes, and Fanta fun made it the spooktacular experience we’ve always wanted to create. It’s a brilliant example of team collaboration within WPP that brought this fun, spooky dream to life in an epic way.

Daniel Pownall

Executive Creative Director

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, provided the spark. The film's dark but comedic tone aligned 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. A escape room in the shape of the iconic train from Beetlejuice Beetlejuice that Fanta transformed it into a multi-sensory Halloween experience. Four themed train cars featured jump scares, easter eggs, and exclusive Fanta-themed elements, offering a thrilling ride into the afterlife.

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