Uber Eat’s grabbed headlines with their Uber Eat's Convenience offering with a candy-led campaign that cut through culture during Halloween. The target audience consisted of current Eaters who were heavily represented in key suburban markets looking to buy candy for Halloween. Uber Eat’s approached agency partner, Kamp Grizzly, to craft an innovative idea to drive mass awareness that Uber Eat's delivers Halloween candy. Kamp Grizzly presented the idea of dropping a horror film as the cornerstone of the campaign.
Horror films are not just films, they are an experience, an atmosphere, a cultural contagion. The genre is embedded deep into the zeitgeist of American pop culture, and Kamp Grizzly new it was imperative the film stayed true to the tropes of true horror film culture. Well known horror director Dan Trachtenberg was paired with 'Nope' star Keke Palmer to tell a cautionary tale about the cost of unpreparedness on one of the biggest consumer holidays of the year. Palmer starred as the cautious roommate whose only aim was to keep the candy bowl stocked—a task that her roommates took far too lightly. When she finds the bowl empty, she places an order with Uber Eat's for an emergency candy delivery.
This engaging form of shoppable branded entertainment presented an opportunity like never before. The film offered two major incentives to help viewers pay close attention - a fitting performance from Keke Palmer and $1M of hidden discount promo-codes courtesy of Uber Eat's. To redeem the codes, users headed to the Uber Eat's mobile app Promotions tabs under the Accounts menu in order to redeem savings up $830. While the film’s chill-inducing tone certainly played into the spirit of the holiday, it also added an urgency that underscores the brand’s aim to be a trusted resource in the time of need.
Once again, Uber Eat's was able to capture new and existing Eaters through creative innovation and interactive commerce. "DONT RUN OUT" was something people truly enjoyed watching as well as true to a very core and critical horror genre.
From inception, the campaign timeline was aggressive and with than a six week production timeline, the results of the campaign not exceeded set brand kpi but set a new benchmark for what is possible with branded entertainment.
Notable stats included:
28,489 total codes redeemed.
+13,997% views above benchmark
+66,412% minutes watched above benchmark
+25% Uber Eat's mobile app convenience orders
+40% new Uber Eat's mobile app customers
Adweek #5 "The Best Ads of 2022"
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