The best way to appreciate doing things the right way is by showcasing the wrong way to your customer.

Hear me out for just 3min....
There is certainly an increasing trend for larger brands capitalising on new movie releases to reach broader audiences, leveraging the popularity of established franchises to revitalise their image. One recent example is CarMax's (the largest used car dealership in the US) recent collaboration with Warner Bros. Pictures for the upcoming release of Beetlejuice Beetlejuice, the sequel to the 1988 hit Beetlejuice.

Campaign:  “BeetleMax: The Way Car Buying Shouldn’t Be,” masterfully blends horror and humor with the familiar, mischievous character of Beetlejuice, highlighting the chaotic experience of car buying gone wrong. In a 90-second commercial a family is taken on a nightmarish journey through a Beetlejuice-run car dealership.

The campaign cleverly uses the character’s unpredictable antics to demonstrate how CarMax, in contrast, offers a straightforward and customer-friendly car buying process. It plays on the idea that sometimes the best way to appreciate the right approach is by showcasing the wrong one.

Why?
Amidst a challenging market, the pre-owned vehicle retailer is navigating industry-wide obstacles, including improved new car availability following pandemic-related shortages. CarMax recently reported a 33% drop in profit, with revenues falling below analyst expectations. By tapping into the Beetlejuice sequel’s wide appeal, CarMax is strategically positioning itself for a turnaround. (let's hope so)

CarMax isn't the only brand jumping on the Beetlejuice bandwagon. Fanta introduced a limited-edition Beetlejuice flavour and rebranded its entire product line with characters from the franchise. Warner Bros. Motion Picture Group also took the film’s promotion to new heights with an immersive Roblox experience, complete with a virtual Fandango box office where users can purchase real-world movie tickets.

Broaden Reach
These tie-ins with blockbuster films serve as a powerful advertising strategy, particularly when they tap into the nostalgia of beloved franchises like Beetlejuice. With Hollywood insiders expecting the sequel to generate over $100 million during its opening weekend, brands like CarMax are cleverly using this cultural moment to broaden their reach, offering entertaining and memorable campaigns that connect with both old fans and new audiences.

In a time when brands must find unique ways to cut through the noise, these collaborations show the strength of combining humor, nostalgia, and entertainment to re-engage consumers and refresh brand appeal.

Hopefully, this quick 3-minute read has your creative wheels spinning – and although you may not have the marketing budget to acheive this type of advertising strategy you might look at community events around you!