Entertainment

Beetlejuice Beetlejuice: Reach & Fandom

Overview

To ignite fandom for the movie Beetlejuice Beetlejuice among Gen Z and Alpha audiences, Warner Bros. created Beetlejuice: Escape the Afterlife, an immersive experience that brought Tim Burton’s iconic storyworld to life on Roblox. By conjuring a comprehensive campaign of exclusive avatar items and integrations with Roblox’s developer community, Warner Bros. drove an 11pp lift in theater visit intent for their film — and amplified their impact via Roblox ads.

Approach

Success Metrics

0M+

experience visits as of September 2024

0M+

users viewed Beetlejuice video content within partner experiences as of September 2024

+0PP

lift in theater release awareness among Escape the Afterlife visitors¹

+0PP

lift in theater visit intent among Escape the Afterlife visitors vs. +5pp lift for entertainment industry average¹

The creative work on Roblox brought our campaign to life in such an innovative way and clearly captivated a new audience — evident in our box office results! The entire experience set a new bar for what's possible in movie marketing campaigns.

Cameron Curtis, EVP of Digital Marketing at Warner Bros. 

Approach

Building excitement with new audiences: Warner Bros. aimed to captivate the 47% of users 13+ in the U.S. who are Gen Zthrough an immersive escape experience that captured the comedy and Burtonesque aesthetic of the film.² Created by developer studio Sawhorse, Beetlejuice: Escape the Afterlife enabled new fans to step into the world of Beetlejuice, team up with friends, and work together to rescue iconic characters from the Afterlife.
Tested commerce, pioneering the virtual-to-physical box office: In a first-of-its-kind collaboration with Fandango and Roblox, Warner Bros. activated real-world ticket purchases directly inside Roblox available to 13+ U.S. users. Moviegoers were rewarded with exclusive avatar items after purchasing their tickets.
Creating community love: To extend the campaign's reach beyond Escape the Afterlife, Warner Bros. worked with the Roblox Entertainment Partnerships team to feature Beetlejuice in four top Roblox experiences. Players who met their demise in each game could seamlessly portal to the Escape the Afterlife hub to participate in the Beetlejuice Beetlejuice event.
Fostering exploration: By investing in Roblox video ads and sponsoring their experience at the top of the roblox.test1709.icu homepage, Warner Bros. captured attention across the platform, delivering millions of impressions over the course of the month-long U.S. media campaign.