CarMax, a popular used car retailer, is taking a unique approach to its latest marketing campaign by partnering with Warner Bros. Pictures to promote the release of the highly anticipated sequel, „Beetlejuice Beetlejuice.“ The campaign, titled „BeetleMax: The Way Car Buying Shouldn’t Be,“ aims to showcase the importance of doing things the right way by highlighting the wrong way. This creative concept is brought to life in a 90-second hero ad that takes viewers on a journey through a nightmarish BeetleMax car dealership.
The ad, created in collaboration with The Martin Agency, features nods to the original „Beetlejuice“ film, characters from the sequel, and a clever twist on the iconic „Day-O“ song. The commercial follows a family as they navigate the eerie BeetleMax dealership, only to be transported to a CarMax location after chanting „CarMax“ three times. The spot is designed to entertain viewers while reinforcing CarMax’s commitment to providing a hassle-free car buying experience.
In addition to the hero ad, the campaign includes 60- and 30-second versions that will be distributed across national TV, online video, and social media platforms until October 10. CarMax has also released teaser spots that set the stage for the main ad, featuring a model town reminiscent of the one seen in „Beetlejuice“ and hinting at the spooky surprises to come.
The timing of the campaign is strategic, as the release of „Beetlejuice Beetlejuice“ is expected to generate significant buzz and box office success. By aligning with the excitement surrounding the film, CarMax aims to strengthen customer loyalty and drive engagement with its brand. This partnership with Warner Bros. Pictures is just one example of how marketers are leveraging popular entertainment properties to connect with consumers and create memorable experiences.
As CarMax navigates a challenging retail landscape, the brand is looking to differentiate itself and capture consumer attention in a competitive market. The campaign comes at a critical time for the company, as it seeks to rebound from a decline in profit and revenue in the wake of pandemic-related disruptions. By tapping into the cultural phenomenon of „Beetlejuice“ and delivering a creative and engaging campaign, CarMax is positioning itself to stand out and resonate with audiences.
In conclusion, CarMax’s „BeetleMax: The Way Car Buying Shouldn’t Be“ campaign is a bold and innovative marketing effort that showcases the brand’s commitment to providing a superior car buying experience. By leveraging the excitement surrounding the „Beetlejuice“ sequel, CarMax is able to capture the attention of consumers and create a memorable connection with its audience. This campaign serves as a testament to the power of creative storytelling and strategic partnerships in driving brand awareness and engagement in today’s competitive marketplace.