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

Rethink New York’s campaign involved licensing deals with five different movie studios

Published On
Oct 31, 2023
Uber Eats billboard showing an incomplete quote from "Scream"

Editor's Pick

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 billboard with an incomplete quote from "A Nightmare on Elm Street"

Uber Eats billboard with an incomplete quote from "A Nightmare on Elm Street"

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)

Uber Eats billboard with an incomplete quote from "Scream"

“A Nightmare on Elm Street” (Oct. 26)

Uber Eats billboard with an incomplete quote from "A Nightmare on Elm Street"

“The Exorcist” (Oct. 27)

Uber Eats billboard with an incomplete quote from "The Exorcist"

“IT” (Oct. 28)

Uber Eats billboard with an incomplete quote from "IT"

“Saw” (Oct. 29)

Uber Eats billboard with an incomplete quote from "Saw"

“The Silence of the Lambs” (Oct. 30)

Uber Eats billboard with an incomplete quote from "The Silence of the Lambs"

“Child’s Play” (Oct. 31)

Uber Eats billboard with an incomplete quote from "Child's Play"

Credits

Date
Oct 31, 2023
Client :
Uber Eats
Agency :
Rethink New York
Head of Marketing :
Georgie Jeffreys
Senior Marketing Manager :
Kirsten Cave
Head of Audiences and Verticals Marketing :
Ana Lazareff
Global Creative Lead :
Ecole Weinstein
Associate Creative Director :
Nina Golik
Global Senior Copywriter :
Sydney Lindsey
Global Chief Creative Officer :
Aaron Starkman
Chief Creative Officer :
Daniel Lobaton
Global Chief Operating Officer :
Caleb Goodman
Global Chief Strategy Officer :
Sean McDonald
Executive Creative Director :
Tara Lawall
ACD Copywriter :
Gabriel Sehringer
ACD Art Director :
Jessica Pester
CD / Art Director :
Cara Johnson
CD / Copywriter :
Lauren Cooper
CD / Art Director :
Alejandro Saavedra
CD / Copywriter :
Álvaro Palma
Executive Creative Director :
Hans Thiessen
Designer :
Anne Zeygerman
Head of Production :
Laura Rioux
Associate Director of Integrated Production :
Kate A. Spencer
Associate Director of Digital Production :
Kyle Hicks
Tech Lead :
Brad Stapleton
Senior Developer :
Ken Malley
Studio Manager :
Todd Bennett
Group Strategy Director :
Nicole Rajesky
Group Business Lead :
Kate Naylor
Account Director :
Karley Edwards
Account Supervisor :
Regina Trimble
Account Manager :
Dishant Verma
PR Lead :
Meredith Montegomery
Account Director :
Sara Lemmermeyer
PR Specialist :
Kaitlyn Vian
Production House :
Biscuit Filmworks
Director :
Aaron Stoller
Line Producer :
Mala Vasan
DP :
Michael Gioulakis
Production Designer :
Don Burt
Executive Producer :
Fanny Cruz
Editor :
Brad Waskewich
Editor :
Steve Reglis
Color :
Roman Hankewycz
GFX :
Scott Pallo
Audio House :
Pickle Music
CCO :
Alexis Estiz
ECD/Managing Director :
James Zavaleta
Producer :
Matt Kerr
Composer :
Godi Gaviria
Composer :
Alexis Estiz
Sound Designer :
Godi Gaviria
Sound Designer :
Robbie Gardunio
Sound Engineer :
Robbie Gardunio

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