UBER EATS | HORROR CODES
A Promo Code Campaign So Good it’s Scary
In an effort to stand out on Halloween, this initiative turned the traditional Halloween promo code frenzy into a game. Supported by out-of-home, social and TV, the campaign challenged the public to guess famous Halloween quotes for free candy.
My Role
I was a co-producer on this project, led by Rethink New York with collaboration from Rethink Toronto. For my part, I led the rollout of campaign assets from the many out-of-home versions to social, and offered support on the TVC set.
The Impact
This was the most successful promo code campaign for Uber Eats grocery delivery, ever. In less than eight hours, 290,000 promo code applications were submitted – and by Halloween, it was two million. The activation resulted in 44% new UberEats users.
Awards
London International Awards 2024: 1
Cannes Lions 2024: 1
Marketing Awards 2024: 3
D&AD 2024: 1
One Show 2024: 4
