Uber Eats: Trick or Treats

The Challenge

Uber Eats’ When You’ve Done Enough platform is all about that moment when you’ve hit your limit and deserve to tap out and treat yourself. For Halloween, the brief was to bring that feeling to life in the real world – and push beyond the usual haunted houses and scare mazes. We needed an experience that felt fresh in a crowded Halloween calendar, stopped people in their tracks outside King’s Cross, and turned “doing nothing” into a brand moment they wouldn’t forget.

The Solution

Instead of asking people to run, scream or escape, we dared them to do absolutely nothing.

The countdown to the game built curiosity, teasing something ominous inside a giant replica Uber Eats delivery bag, entered through a door swirling with mist. Beyond it, we created a pitch-black room and set a simple challenge: step inside, stand still for 60 seconds, and keep your nerve. No flinching. No screams. Just the darkness… and whatever was hiding in it.

Inside, guests faced a bespoke 3D atmos soundscape, ‘alive’ walls, precision-timed scares and a tightly choreographed lighting sequence – all engineered to chip away at their composure. Make it through the full minute and they emerged to spooky treats and Uber Eats voucher rewards, including the chance to win a whole year of free groceries; crack under the pressure and the experience had a few extra “tricks” in store, with playful giveaways like vampire repellant (garlic), zombie grapes (raisins), and grow-your-own-2026-Halloween-pumpkin (a single seed in an envelope) all playfully connecting to the renewed focus on grocery deliveries that the platform offers.

Whether picking up treats or tricks, all visitors came away with delicious seasonal hot chocolates, unexpected interactions with a hidden performer carrying out mentalism magic, and a bespoke video of the “fright cam” – night vision footage of their reactions to the spooks, ready to be uploaded to social media.

The Impact

The result was a Halloween stunt that flipped the script: instead of rewarding action, Uber Eats celebrated the moment you’ve officially “done enough” and get to opt out. The 60-second challenge delivered an intense, instantly-shareable sensory hit that people walked away from laughing, buzzing and swapping stories – with the brand literally delivering the treat at the end of a tough day.

By leaning into the unexpected and embracing the delightfully weird, we helped Uber Eats show up in a way that felt unmistakably them: playful, culturally plugged-in, and right there when you’ve finally had enough.

Creative Development | Experience & Scenic Design | Venue & Supplier Liaising | Prop Making | Soundscape Design | Bespoke Software Creation  | Technical Design | Staffing | Event & Live Management | Social Asset Design