Pepsi is bringing a new interactive drive-in experience with a horror theme to Malaysians this October, just in time for Halloween. Karak: Haunted Highway presented by Pepsi and brought to life at ICEBOX is the nation’s first all-immersive, interactive drive-in experience.
ICE BOX, which stands for In- Car Experience, is made possible by The Livescape Group in partnership with HITMAN Solutions and is set to be a fun and engaging attraction for all. Expect various themed drives, theatrical stories and unexpected immersive pop-up surprises along the way, all from the comfort of your car.
Are you bold enough to brave the unknown? Fittingly, to kick off a series of drive-in experiences here in Malaysia, Pepsi will present to scare-seekers, Karak, this October. In similar nature to how Pepsi brought a brand new twist to Malaysians with the launch of Pepsi Black, Pepsi kicks off another first with this all new drive-in exhilarating experience, in line with their unmatched testament to being bold, enticing those who are brave enough to drive-in.
Infamous for unnamed mysteries and stories that haunt generations, this spooky edition of ICEBOX will drive you along a journey of unavoidable scares and thrills in a fully enclosed LED pod with live theatrical actors to get the audience to literally jump off their seats.
Drive-throughs are gaining traction globally due to the pandemic, with the increase of cravings for interactive experiences adhering to social distancing norms. Netflix USA has recently announced a Stranger Things-themed drive-through experience, while one of Japan’s popular horror drive-throughs sold out on the day of release and currently has a waiting list of 1000 people. ICEBOX will provide a fresh take on the in-car experience with this drive-in through a blend of state-of-the-art technology and spooky theatrics.
October is traditionally the peak season for ghost movies and scare-tainment as well as horror themed events. With KARAK being the first edition of ICEBOX, Pepsi gallantly steps up to present a test of fearlessness through a first of its kind drive-in experience with a spooky theme, reflecting the boldness of the brand. The Covid conscious drive-in aims to fill the void of Halloween celebrations this year.
Details are tight-lipped at the moment, with information only shared through those who signed up to the waitlist. More themed drive-ins will be taking place throughout the year, with different genres to cater to different audiences.
