This wasn’t just another Halloween pop-up; we wanted to create an experience with a heartbeat, or maybe a ghostly pulse, that paid homage to Tim Burton’s unique world. The vision was simple yet bizarre – craft an afterlife experience blending iconic Beetlejuice elements with unexpected twists. To engage guests, we wanted them to feel like they were walking through a twisted dream where every corner was alive, or undead, with detail.

Location-wise, we needed a space that could reach the Gen Z demographic in high numbers, that was local and convenient for PR and influencers to attend and could achieve cut-through visibility during the Halloween period. As such, we landed in Westfield Stratford City.

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Enter (if you dare) the immersive Fanta Afterlife Train experience.

In collaboration with Fanta, we let Halloween fanatics enter a Beetlejuice-themed immersive pop-up, with “train tickets” available through the Coca-Cola app.

Participants checked their train tickets with the creepy security guard before being permitted to journey through the eerie Attic, Fanta-smical Afterlife Waiting Carriage, spooky Beetlejuice Graveyard, and the Sandworms of Saturn.

They experienced unique interactions with characters from the movie, thrilling jump scares, and unforgettable photo opportunities. Successfully solving puzzles to escape the Afterlife Train and be rewarded with a limited-edition can of the new Fanta Afterlife Zero Sugar – reciting the magic words ‘Wanta Fanta’ three times to summon the refreshing memento.