Uber Eats – Horror Codes
Award: Graphite Pencil
Graphite Pencil / Digital & Social / Integrated / 2024
When most Americans thought of Uber Eats, grocery delivery rarely came to mind. We were missing out on one of the biggest occasions - Halloween - where Americans spend over $12 billion dollars.
It was an opportunity to build awareness and trial. But competition would be fierce, as retailers fight it out with basic, forgettable promo codes.
Introducing Horror Codes. We partnered with 4 hollywood studios and got the IP to 10 of the greatest horror films. We took their most famous quotes and turned them into promo codes. Once users got every word right, the candy discount was unlocked.
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