BEETLEMAX

Car buying has long carried the reputation of shady sales tricks. With Beetlejuice returning to theaters, we saw an opportunity to tap into a character who embodies everything car shopping shouldn’t be.

So we brought Beetlejuice back as “Beetlemax” — hacking CarMax to hilariously show the wrong way to buy a car, and spotlighting the right way instead. Partnering with Warner Bros. and Tim Burton, we built sets, animatronics, and even got the iconic “Day-O” track to drive the point home.

The result: brand awareness surged to an all-time high, fueled by a campaign audiences called “original,” “entertaining,” and “funny.”

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