Uber Eats' AR holiday trunk lures Harry Potter fans

In time for the holidays, Uber Eats is aiming to attract the legions of Harry Potter fans with an augmented reality experience, recreating the signature trunk Hogwarts students use to transport their valuables from Platform 9 ¾ to their dormitories. The food delivery app teamed up with Warner Bros.’ Wizarding World on its "holiday trunk" filled with cookies, gingerbread house pieces, decorations and sweet treats. Scannable cookies unlock AR experiences—putting users in the driver’s seat of the Weasley’s flying car, asking them to dodge the Whomping Willow, and play Quidditch —along with a digital transformation of the Hogwarts castle. “We had so much fun bringing this magical experience to life, and we’re thrilled to deliver gingerbread castles, themed cookies, interactive AR layers and more right to peoples’ doorsteps this holiday season,” said Georgie Jeffreys, Uber Eats Head of Marketing, US & Canada in a statement. On the Uber Eats app, each trunk greets buyers with a letter introducing them to the experience and urging them to use their “magic wand” or smartphone to reveal a personalized message that seemingly floats off the page. The Wizarding World Holiday Trunk will be available on the Uber Eats app from Dec. 19-26 in the U.S. and Canada. Agency Special US worked on the creative campaign and 40-second spot highlighting the holiday trunk. This Halloween, snack brand Cheetos also ventured into virtual reality campaigns, with “Chesterville,” a digital suburban neighborhood where fans had the chance to bring back a past Cheetos flavor.

Uber Eats' AR holiday trunk lures Harry Potter fans

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