horrorcodes com

May 23, 2025

Horror Codes: When Iconic Movie Quotes Became Uber Eats Promos

Imagine this: You’re watching The Shining for the tenth time, and right when Jack Nicholson growls “Here’s Johnny!”, it hits you—not just the creep factor, but a discount. That quote? It’s now a 60% off promo code on Uber Eats.

That’s Horror Codes, a Halloween campaign that managed to turn decades of horror movie fandom into an actual savings engine. Not just a fun idea—this thing pulled real weight, creatively and commercially.

What Horror Codes Actually Did

Horror Codes wasn't just another seasonal gimmick. It was a fully integrated campaign from Rethink NY and Uber Eats, built on a smart partnership with four major Hollywood studios. These studios gave them access to IP from ten of the most iconic horror films of the last 50 years. That’s a big deal. Getting licensed material like this is no small feat. Most brands can't touch that kind of legacy content.

Each day in October, a new horror quote dropped on horrorcodes.com. Fans had to recognize the line—think “Do you like scary movies?” from Scream—and plug it into Uber Eats. If you got it right, boom: 60% off candy, costumes, or spooky home decor. Super simple. Super smart.

Why This Worked So Well

This thing hit all the right notes. First off, horror movie fans are built different. They’re not casual. They quote lines, host movie marathons, and know exactly which Friday the 13th has the best kill scenes. So when you turn those quotes into something actionable—like saving real money—you’re speaking their language.

But also, the execution wasn’t lazy. This wasn’t some slapped-together tie-in. The campaign felt cinematic. From the visuals on the site to the sound design in teasers, every touchpoint was loaded with horror DNA. You’d scroll through and feel like you were inside an old VHS tape. Text looked scratched and flickery. Background audio creaked. The whole vibe sold the concept.

It Wasn’t Just for Fans

This wasn’t only about horror geeks. It had crossover appeal. You didn’t need to be a film major to know “They’re heeere…” from Poltergeist. Recognizing those quotes felt like trivia night at your smartest friend’s house. And if you didn’t know one? No big deal. Come back tomorrow. That daily drip of content kept people engaged the whole month.

The interactivity made it feel less like advertising and more like a game. Something you’d actually look forward to checking. That’s rare in brand campaigns.

Real Talk: The Business Side Was Tight

Let’s be honest—at the end of the day, Uber Eats wants to move product. And this campaign did that without coming off as thirsty. It aligned perfectly with what people already use Uber Eats for during Halloween: last-minute candy runs, costume accessories, and party supplies.

It’s also just good strategy. Halloween is noisy for brands. Everyone’s dropping pumpkin spice this or haunted that. Horror Codes cut through because it wasn’t trying to invent a theme—it embedded itself into a world people already care about. There’s no need to force relevance when you’re quoting The Exorcist.

Big Names, Bigger Execution

The talent behind this campaign is no joke. Gabriel Sehringer and Alex Maggi, two of the creatives behind it, clearly know how to stretch an idea. You could tell they weren’t just designing around a brief—they were building something fans would love.

Rethink NY has had a run of bold work, but this one punched above its weight. Not just on social (though it racked up likes fast), but also in the industry. Horror Codes snagged a Bronze Cannes Lion and got nods from The One Club for Creativity, LBBOnline, and Love the Work. And they deserved it.

What This Means for Other Brands

Here’s the real takeaway: campaigns like this set a new bar. They don’t just say “Hey, we know pop culture.” They use pop culture to create something participatory. This wasn’t just content—it was commerce with a sense of humor, a love for the source material, and a real payoff.

It’s easy to imagine this format being reused. Star Wars Day promo codes using Jedi quotes? Romantic lines from classic films on Valentine’s? Totally doable. But the magic isn’t just in the IP. It’s in the way Horror Codes respected the material and made users feel like part of the joke.

One of the Few That Actually Nailed It

There are a lot of Halloween campaigns every year. Most vanish in a week. This one stuck because it didn’t try too hard. It was clever without being smug. Cool without chasing trends. And it actually gave something useful.

It didn’t just borrow from horror—it celebrated it. And that’s why it worked.

If you ever wondered what happens when a creative agency really gets the assignment, Horror Codes is the answer. A little creepy. A little nostalgic. And surprisingly effective. 🎃