Uber Eats' AR holiday trunk lures Harry Potter fans

The food delivery app partnered with Warner Bros.’ Wizarding World on the campaign

Published On
Dec 22, 2022
Gingerbread Hogwarts castle

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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.



Dec 22, 2022
Client :
Uber Eats
Agency :
Special Group
Head of Marketing :
Georgie Jeffreys
Sr Marketing Manager :
Liza Keller
Marketing Manager :
Meg Fortier
Global Creative Director :
Ecole Weinstein
Art Director :
Nina Golik
Social & Digital Marketing Lead :
Kaitlyn Mendoza
Brand Media Lead :
Gracie Childress
Brand Media Manager :
Keith Shattuck
Senior Communications Manager :
Becky Davis Katz
Cade Heyde
Executive Creative Director :
Dave Horton
Executive Creative Director :
Matthew Woodhams-Roberts
Creative Director :
Alice Blastorah
Copywriter :
Maddi Wagner
Art Director :
Chidalu Motanya
Partner & Chief Strategy Officer :
Kelsey Hodgkin
Head of Strategy :
Kelsey Karson
Strategy Director :
Janet Shih
Strategist :
Jen Rose
General Manager :
Dom Dalton
Account Director :
Isaac Cerecke
Account Supervisor :
Sarah Newton
Head of Production :
Esther Perls
Executive Producer :
Josh Burns
Senior Producer :
Jamie Watana
Producer :
Mary Kate Pleggenkuhle
Head of Business Affairs :
LaTanya Ware
Media :
Production :
CEO & Co-Founder :
Matt Robison
President & Co-Founder :
Brian Marshall
Executive Producer & Co-Founder :
Tom Ironside
Sr Producer :
Kelechi Amadi
Sr Producer Logistics :
Carter Parrish
Sr Producer Digital :
Amanda Weidel
Cinematographer :
Joe Cotton
Creative Director :
Lisa Marshall
Art Director :
Michelle Monahan
Photography Producer :
Mark Kenney
Lead Developer :
Dave Seidman
Gingerbread :
Photographer and Director :
Sam Hofman
Tom Turley
Set Designer :
Emma Winter
Shoot :
Michelle Wibowo
VFX & Post Production :
The Forge

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