‘Beetlejuice Beetlejuice’ won Gold in Entertainment, Gold in Media, and Gold in Metaverse at The Drum Awards for Marketing, for its innovative approach to capturing Gen Z’s attention through immersive, multi-touchpoint experiences and a virtual box office in the metaverse.
After 36 years in the afterlife, Beetlejuice made a comeback in 2024. Beetlejuice Beetlejuice, the sequel to the cult classic Beetlejuice, resurrected Michael Keaton’s famous ‘bio-exorcist’ character with members of the original cast and nostalgic nods to the original story.
However, times had changed. The 80s kids who loved the original film had grown up. And the new kids on the block, Gen Z, hadn’t even heard of it. Which was a big problem, because they were our target audience. We’d set ourselves quite the challenge: capture the attention of the digital generation, just as summer vacation was ending, and going back to school was on their minds.
To quote the title character, it was time to ‘turn on the juice and see what shakes loose’, with an immersive, multi-touchpoint experience designed to meet Gen Z where they were at. We did a deep dive into Gen Z’s gaming and media usage to create fresh, unexpected approaches that got our audience excited about the film, leveraging our insights around the way these digital natives entertain themselves to get Beetlejuice on their radar.
Opening a virtual box office in the metaverse, we unleashed Beetlejuice across Roblox to bring a new generation of viewers a taste of the Afterlife…figuratively, of course. And, with the film opening at #1 at the box office to make it the second-biggest September debut of all time, it’s clear that Beetlejuice is still the ghost with the most.
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Hearts & Science
Hearts & Science, an Omnicom Media Group agency, transforms data signals into meaningful connections between brands and consumers that drive exponential growth. Purpose-built...