Uber Eats uses classic horror-movie quotes as promo codes—but you have to remember the lines

Creepy lines of dialogue are essential to any great horror movie. And this Halloween season, Uber Eats has been rewarding consumers who can remember them exactly. Working with agency Rethink New York, the delivery service has been posting ads daily since Oct. 25—outdoors, in social media, CRM and online video—featuring incomplete quotes from horror films. Those who can complete the quotes can use them (without spaces) as discount codes for 60% off candy, decor and costumes. The films being featured are true classics of the genre—“The Ring,” “Scream,” “Child’s Play,” “The Silence of the Lambs,” “It,” “The Exorcist,” “A Nightmare on Elm Street” and “Saw.” Check out some of the OOH executions below. Uber Eats partnered with a number of movie studios and production companies—Warner Bros., Paramount, Lionsgate, MGM and Shamrock—to get the rights to the quotes, as well as associated imagery, poster designs, logos, etc. A new code has been dropping every day at horrorcodes.com. The goal was to have some fun with typically boring codes, turning them into another creative media opportunity. The campaign is also meant to shift the perception of Uber Eats beyond being just a food delivery service—with verticals such as grocery, retail and convenience. “When the idea first came up a few months ago, we wanted it to feel big and iconic, the level of entertainment that Halloween deserves,” Daniel Lobaton, chief creative officer at Rethink New York, told Ad Age. “Just using the movie phrases wasn’t enough, we wanted there to be a bit of the ‘trick or treat’ spirit so people could get an extra layer of fun. So we came up with the ‘incomplete quotes’ in the execution, which invites the consumer to play movie trivia with us.” See some of the posters below. “Scream” (Oct. 25) “A Nightmare on Elm Street” (Oct. 26) “The Exorcist” (Oct. 27) “IT” (Oct. 28) “Saw” (Oct. 29) “The Silence of the Lambs” (Oct. 30) “Child’s Play” (Oct. 31)

Uber Eats uses classic horror-movie quotes as promo codes—but you have to remember the lines

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