Uber Eats did Halloween differently in 2025. Together with Realise Live, the brand planted a giant Uber Eats bag outside London King’s Cross Station and dared passersby to do the impossible: do nothing for 60 seconds. Easy—until the tricks started. 👻
How the challenge worked
Visitors stepped into a dark “delivery bag” room and faced a single rule: stay still and silent for a full minute. As the countdown ticked, unexpected scares and sensory gags tested their nerves. Make it to zero without flinching? Claim your treat.
Treats worth the tension
With Uber Eats vouchers, grocery discounts, and event tickets on the line, fans fought to keep calm. The mechanic turned fear into fun and fun into conversion—prompting people to open the Uber Eats app and get involved.
Why King’s Cross?
The site delivers relentless footfall, diverse audiences, and lines of sight perfect for OOH impact. The bold prop created instant recognition, while the live challenge generated queues, UGC, and word-of-mouth.
OOH × Experiential × Digital
The stunt’s visual simplicity (a massive bag), interactive hook (60-second challenge), and clear incentives formed a tight funnel—from street-level curiosity to app activation. That blend made the campaign impossible to ignore.
FAQs about this campaign
What was the Uber Eats Trick or Treats activation?
A Halloween pop-up outside King’s Cross featuring a giant Uber Eats bag where visitors tried to ‘do nothing’ for 60 seconds while spooky tricks unfolded.
What could visitors win?
Uber Eats vouchers, grocery discounts, and event tickets—rewards for keeping calm through the scares.
Who produced the experience?
Uber Eats collaborated with Realise Live to deliver the pop-up and on-site experience.
Why is it effective OOH?
High-traffic placement, striking visuals, and a simple interactive mechanic created frequency, talkability, and direct app engagement.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
