Uber Eats x
Wizarding World

Wizarding World Holiday Trunk

We’re Uber Eats. Why not bring more magic to the muggle world by delivering custom made extra special holiday trunks in partnership with the very prestigious Wizarding World. In partnership with our creative agency Special Group and Warner brothers we created a one of a kinda holiday delivery experience- complete with a Gingerbread Hogwarts kit, mobile games, and various Harry Potter themed treats all in one immersive IRL and AR experience.

The Tease

Modeled after the trunk Harry brings to Hogwarts his first year, the Wizarding World Holiday Trunk started mysteriously appearing online a week before release. We teased the trunk with riddles dropped onto the r/HarryPotter Reddit thread, various social posts and mysterious emails too.

The Experience

Inside the trunk, fans found everything they needed to bring the Hogwarts holiday spirit to their own home. Once it was released, the trunk sold out in markets within minutes and caused a small crash in the Uber Eats app to crash (not magical).
In classic muggle fashion people even began to resell the trunk online.

The Digital Magic

Every trunk was accompanied with an official acceptance letter to Hogwarts, signed off with a QR code at the bottom. Fans were invited to scan the QR code to unlock a one-of-a-kind augmented reality experience - built specifically for their castle.
They could fly Ron’s car around the Whomping Willow, test their Quidditch skills, and practice casting spells. Each game was custom made and built to be an actual challenge in itself. The kit also came with a base for the castle with it’s own a built in light show.

The Craft Magic

We flew out to London to partner with THE food artist, cake sculptor, sugar wizard Michelle Wibowo to create the ultimate gingerbread castle inspiration. Various iterations of designs were made to make sure we were giving Hogwarts the craft and details it deserved. Very piece was edible from the chocolate Hagrid Hut to the rosemary trees… a very fun and tasty production filled with endless powder sugar.