Fanta is taking advantage of Halloween 2024 to launch a free, immersive campaign in partnership with Warner, bringing the classic Ghosts Still Have Fun: Beetlejuice Beetlejuice for your actions. The campaign is part of the global initiative “Quero Fanta”, which arrives in Brazil with the limited edition ‘Fanta Mystery Beetlejuice’, inspired by the iconic character.
This year, two actions promise to generate impact during the Halloween period, both created by WPP Open X. The main novelty is the “Fanta Beetlejuice Re-Possession”, developed by Ogilvy Brasil. The action, which debuts on October 21st, challenges consumers to interact with Alexa, Amazon’s virtual assistant. Users will be able to activate the special skill “Fanta Beetlejuice” and, by saying “I want Fanta, I want Fanta, I want Fanta”, they will have a unique experience, full of sound effects from the film and fun surprises, in reference to the famous Beetlejuice summoning mechanic . In addition to the surprises offered during the interaction, participants will receive an exclusive e-book with Halloween tips after the physical prizes end.
To make the experience even more immersive, Ogilvy Brasil, in collaboration with Iara Digital and A-Gandaia, developed a personalized skill for Alexa, combining original sound elements from the film with exclusive effects and scares. “It’s Fanta’s way of bringing Beetlejuice into people’s homes, mixing brand experience and conversion. We are happy to announce this partnership, bringing this immersive and fun action, providing an even more exciting Halloween for everyone”, says Ted Ketterer, Head of Marketing at Coca-Cola Brazil.
The campaign will be publicized through media on Meta, Google and Amazon Ads, in addition to involving digital influencers, who will also be challenged to invoke the Fanta Mystery Beetlejuice on their Alexa devices, creating interactive and playful content.
Novels and TikTok
On another front, Fanta is launching the first horror soap opera designed for TikTok: “Mystery on Board”. Composed of seven episodes and premiering on October 22, the production is inspired by the universe of Beetlejuice, by Tim Burton, whose film Ghosts Still Have Fun: Beetlejuice Beetlejuice is currently showing in theaters.
The soap opera was created by Open X and led by VML Brasil and will be broadcast throughout Latin America. The stars are creators from three countries: Brazilians Pkllipe (@pkllipe), Lorena Rufino (@lorerufis) and Jackson Moura (@jacksonmoura); the Chilean Vaitiare Crespo (@vaimonroe); and Mexicans Alejandro Gutierrez (@alejandrogogut) and Stephany Leal (@leal_stephany). The chosen casting reflects its high capacity to engage with a young audience on TikTok and its affinity with the project’s language.
To guarantee a powerful narrative to the soap opera, screenwriter Manuela Cantuária joined the project and wrote the episodes alongside Lucas Cunha. Produced by Ladybird and with audio from Antfood, “Mistério a Bordo” was recorded in São Paulo and among its production highlights is the construction of a train carriage very close to the one seen in Ghosts Still Have Fun: Beetlejuice Beetlejuicereplicating in the brand’s plot a central element for the feature film’s narrative.
In addition to the new flavor, Fanta Mystery Beetlejuice, whose packaging is illustrated by the iconic character from the film, played by Michael Keaton, the campaign in Brazil also features Astrid (played by Jenna Ortega) for Fanta Laranja, Delores (Monica Bellucci) for Fanta Grape, Delia Deetz (Catherine O’Hara) for Fanta Passion Fruit and Lydia Deetz (Winona Ryder) for Fanta Guaraná. The products, available nationwide since September, feature a QR Code that can be scanned to unlock exclusive experiences.
