- CarMax is highlighting its “the best way automotive buying must be” tagline with a new campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” per a press release. The effort done in in partnership with Warner Bros. Pictures is timed to the discharge of “Beetlejuice Beetlejuice” on Sept. 6.
- A 90-second hero ad takes viewers through a “nightmarish” BeetleMax automotive dealership. The spot, which incorporates 60- and 30-second versions, features nods to the unique film, characters from the sequel and a twist on the long-lasting “Day-O” song.
- Made with The Martin Agency, the campaign will probably be distributed across national TV, online video and social media through Oct. 10. CarMax is one in all several marketers to tap into the “Beetlejuice” sequel hype.
Used automotive retailer CarMax is tapping into excitement for “Beetlejuice Beetlejuice” with a campaign inspired by the concept that “sometimes the most effective method to appreciate doing things the best way is by showcasing the fallacious way.” Leveraging anticipation for the sequel to the long-lasting 1988 film could help CarMax shore up stronger loyalty. “Beetlejuice Beetlejuice” is expected by Hollywood insiders to drag box office totals of over $100 million in its opening weekend.
Central to “BeetleMax: The Way Car Buying Shouldn’t Be” is a 90-second hero ad that depicts one family’s journey through a spooky BeetleMax automotive dealership. The industrial sees the family hesitantly inquire in regards to the fictitious automotive dealership before repeating “BeetleMax” thrice, causing them to erupt into song and recite lyrics from the long-lasting “Day-O” tune, this time with a lyrical twist that favors CarMax. After shouting “CarMax” thrice, the family is transported to a CarMax dealership, where they quickly find their next automotive.
Cut-down versions of the spot, which was directed by Ulf Johansson, are in market and cinemas through Oct. 10. CarMax teased the campaign with two spots that ran from Aug. 12 through Aug. 22 and featured the brand’s own version of a “model town” — much like the one seen in “Beetlejuice” — because it is uncovered, complete with each a CarMax and BeetleMax location and an ominous nod to what’s to come back.
CarMax’s campaign comes because the brand seeks a turnaround. Pre-owned vehicle retailers are contending with challenges as new vehicle availability improves following prior pandemic shortages. CarMax in its latest earnings reported a 33% drop in benefit from the 12 months prior, with overall revenue falling in need of analyst estimates.
CarMax joins other marketers who’ve tied up with the “Beetlejuice” sequel. Fanta earlier this month debuted a limited-edition Beetlejuice flavor in addition to creating over its full range of products to highlight characters from the franchise. Warner Bros. Motion Picture Group also launched an immersive experience on Roblox promoting the film. In a primary for Roblox, the activation features a virtual Fandango box office for consumers to buy real-world movie tickets.
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