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Beetlejuice BeetlejuiceSocial Campaign
Beetlejuice Beetlejuice Social Campaign
Beetlejuice Beetlejuice saw the infamous demon’s return after 36 years, and while we knew nostalgia fans would jump at the chance to summon their favorite bio-exorcist once more, we needed to entice a new generation of viewers to join us in the Afterlife.
We set out to craft a social campaign that would insert Beetlejuice Beetlejuice into the collective consciousness by doing what our ghost does most: disrupt the living, send them out of their homes (and into theaters), and make everyone say his name.
While our ghost with the most was the heart of the campaign, we prioritized a focus on Gen Z’s favorite scream queen, Jenna Ortega, throughout our social content. Thematic videos introducing Ortega’s Astrid were created using custom motion graphics, alongside social-forward fancams and memes celebrating her involvement.
To truly resonate with a new generation of souls, we knew it was imperative to not just meet them where they were on socials, but to authentically tap into their conversations, behaviors, and interests. As such, CM efforts became crucial and helped guide our asset creation, keeping Beetlejuice Beetlejuice culturally relevant over the course of the four month campaign. With Michael Keaton in costume as Beetlejuice, we captured a series of TikTok trends that tapped into general internet behaviors we knew would still be relatable when the content went live on our TikTok hub. The content performed extremely well, and boosted our TikTok following by over 51%.
We tapped into a broader Gen-Z Netflix audience by spoofing the Stranger Things intro, connecting Winona Ryder in both worlds and created an AV asset specifically for Jenna Ortega’s Wednesday fans. Pop music also played a huge role in our campaign, as we gave Beetlejuice the coveted Brat treatment over the summer and supported Jenna Ortega’s killer turn in Sabrina Carpenter’s Taste music video.
From Emily in Paris’ distinctly Beetlejuice-inspired fashion choices to custom GIFs for the summer Olympics to general fan interaction, our community management efforts set the tone of the film and rewarded continual fan engagement.
Creative pieces that tapped into nostalgia for the first film, such as our Handbook for the Recently Deceased AV series, kept Ortega’s Astrid firmly positioned at the forefront.
As we headed into premiere week, we reminded all fans that a screening of the film was in their future with a series of custom illustrated tarot cards featuring members of the main cast.
The only thing more powerful than uttering Beetlejuice’s name three times was the affirmation of our fanbase, and we made sure to highlight their approval and bring them into our campaign as often as possible. We routinely posted templatized AV assets of fans using the shrinker AR lens created for the campaign, cut AV content featuring fans dressing up to see the film and their reactions coming out of it, and built several X review assets to encourage those who had not yet seen the film to get to theaters and share their thoughts with us. Our efforts generated a reach of over 100M across socials and helped make Beetlejuice Beetlejuice Warner Brothers’ highest grossing film of the year.