‘Beetlejuice Beetlejuice’ Sees Warner Bros. Pictures’ Marketing Team Bring the Afterlife Alive With Host of Partnerships: ‘The Little Details Are What Bring The Magic’

As a marketing maestro who has been entangled in the whimsical web of Tim Burton’s cinematic universe, I can attest that the journey has been nothing short of enchanting and spine-tinglingly thrilling. The world we’ve crafted for Beetlejuice is like a waltz through Halloweentown, with just the right amount of Burtonesque quirkiness to keep things interesting.

I’m situated near a graveyard, and the scent of fresh soil fills the atmosphere. In close proximity, strange characters pass by – one with a blue face and green skin, another with an arrow embedded in his forehead. As a whimsical figure dashes past, they exclaim, “Welcome to the hereafter!

Luckily, this isn’t the afterlife; instead, I find myself on the set at Warner Bros.’s Leavesden Studios, situated just outside London. Here, crew and cast members are bustling about, working diligently to capture different shots for a Beetlejuice-themed Carmax advertisement.

One half of the studio features a miniature town filled with scaled-down vehicles and inhabitants, where a team member will utilize a pocket-sized clapper board to signify a shot, while another guides a tiny car with a string. Contrastingly, the other half showcases a full-size “Beetlemax” dealership and its adjacent cemetery.

The concept behind this shoot, led by experienced commercial director Ulf Johansson, is imagining Beetlejuice as a proprietor of a used car dealership. This explains why the lobby of the dealership is populated with deceased customers (including the man with an arrow in his head) and the employees are “Shrinkers,” or people who have had their heads shrunken.

The production, a joint effort between Carmax and Warner Bros. Pictures’ marketing department, was born out of this creative partnership. As such, Carmax has been granted permission to utilize the Leavesden studio, in addition to accessing original sets and costumes from both the first “Beetlejuice” film and its subsequent sequel. Dana Nussbaum, executive vice president of worldwide marketing at Warner Bros. Pictures, explains, “Carmax is all about redefining the car-buying experience. So, what if we turned that concept upside down? What would it look like if Beetlejuice were in charge?

Carmax are fantastic collaborators; we truly ran with this concept, transforming it into a real-life version of Beetlejuice. Our main focus was ensuring an authentic experience that mirrored the film’s atmosphere, aesthetics, and even the unique movements of the characters from the world of Shrinkers.

The Carmax commercial is one of several collaborations that Warner Bros.’ marketing team has established, with Tim Burton himself giving his approval for the creative process. These partnerships were arranged to coincide with the release of “Beetlejuice Beetlejuice,” which had its premiere in Venice last month and opened globally this weekend, earning a total of $145.4 million worldwide.

Some examples include advertisements for the insurance company Progressive and deodorant brand Secret that are reminiscent of “Beetlejuice”, partnerships between Denny’s and Fanta in food and beverages, including a new flavor inspired by “Beetlejuice”, and collaborations with Nyx and Sally Hansen for cosmetics.

Before the premiere of the movie, Nussbaum had a chat with EbMaster to discuss the intricacies of sealing marketing agreements, the extent of the studio’s involvement (even tasting samples!), and the requirements for depicting the afterlife convincingly.

Who approaches who for these campaigns?

In many instances, we find ourselves returning to previous collaborators such as Progressive, due to our established relationship. However, when planning a campaign, our primary focus is always on identifying the key demographics we wish to target and discovering innovative, personalized, and novel methods to connect with them.

Frequently, once we release an initial piece of content or share a first glimpse, we receive feedback from brands saying, “This could potentially align with our brand.” What I appreciate about this is that not all these brands are the obvious choices. Sometimes it’s in these unexpected collaborations where we find the most extraordinary campaigns. If you look at the brand partners on “Beetlejuice, Beetlejuice,” you’ll notice a recurring theme: they’re all diverse. They come from various industries, cater to different demographics, but what unites them is their readiness to be imaginative and innovative with their own brand, collaborating with us to create something unique. This was something we strongly valued.

How much do you provide in terms of guidelines and even characters and props, like with the Carmax commercial?

Each partner’s experience is unique, as demonstrated by our approach with Carmax, which drew inspiration from Beetlejuice. Essentially, we considered how everyday activities, products, or brands could embody the essence of a lively afterlife, reflecting the fantastical yet mischievous world depicted in Tim Burton’s movie. While maintaining film authenticity is important, so too is staying true to the brand and ensuring an authentic connection. This approach allowed us to be adaptable and swift, balancing creativity with consistency.

How are the deals structured?

Every agreement varies somewhat. The specific details can fluctuate based on whether it involves a product or not, so the answer truly depends on the unique circumstances.

How involved in the details does the Warner Bros. Pictures marketing team get with each partnership?

Immensely engrossed in every aspect of this project, we can’t help but be thrilled by it. This film, in particular, is where the true enchantment lies in the minuscule details. As custodians of an esteemed and iconic cinematic brand, we feel both the weight of responsibility and the honor to rejuvenate this classic for a new audience. Consequently, our focus on detail has been meticulous, as we believe it’s crucial in preserving the magic and making the transition seamless.

Does that include taste-testing the new limited-edition Fanta Beetlejuice flavor and approving the Denny’s “Afterlife” menu?

I didn’t try the new Fanta flavor myself, but my team did. We carefully examined more than a billion cans to ensure the colors were perfect and everything felt right for our film promotion. Similarly, we worked closely with Denny’s menu team, going through their menu item by item, to create a menu that reflects our attention to detail.

Do the campaigns have to be signed off by the film’s creatives?

Tim and his team have been an integral part of our collaboration, contributing significantly to our joint efforts. Every aspect we’ve produced has passed through their hands, demonstrating their diligence. Moreover, they’ve granted us a generous amount of creative leeway, which has been truly beneficial. They are exceptional collaborators who’ve stood shoulder-to-shoulder with us at every stage of the process.

How much did you learn from marketing partnerships you did with “Barbie” last year?

From our experience with “Barbie,” we gained an enormous amount of insight. We weren’t shy in exploring various partnership opportunities and broadening our scope. This approach ultimately led us to collaborate with remarkable partners like Progressive, who are back this time with another engaging campaign featuring insurance for a haunted town. The lessons from this campaign were numerous, but the most significant one was learning to listen closely to our audience and involving them in the creative process. We successfully built a world around “Barbie” and aim to replicate that here, even though it’s a very different setting. This new world, however, shares a common theme with “Barbie”: celebrating individuality, whether it’s eccentric or unconventional, and making that not just acceptable, but something to be embraced wholeheartedly. This concept is truly unique and special.

What is the marketing team focusing on next?

Upcoming next April is “A Minecraft Movie,” followed by “Superman” in the summer. Additionally, we’ve got “F1.” All in all, there are several exciting projects on our horizon, which means plenty of busy days ahead!

This interview has been edited and condensed for length and clarity.

Check out Carmax’s “Beetlejuice”-inspired commercial below:

2024-09-09 20:17