Every fall, Universal Studios turns fear into an art form. This year, Halloween Horror Nights reached beyond haunted houses and fog machines, inviting guests to confront a living legend. Towering above the park’s iconic arches, a gargoyle stirred from stone, breaking the boundary between physical and digital worlds.

In collaboration with Lucid Reality Labs, Universal created the Bicoastal Mixed Reality Gargoyle to extend the HHN story beyond haunted houses and fog-filled streets. Anchored to The Conservatory, this year’s central theme, the activation adds an exclusive digital layer to both coasts. The experience invites fans to take part in the myth, turning each encounter into a “you had to be there” moment that blends innovation, storytelling, and sheer spectacle.

Extending the story beyond the gates
Inside the Universal mobile app, guests unlock a secret Mixed Reality encounter. The experience begins with a whisper:

“Legends tell of a creature that guards the Universal Studios archway after sundown.”

Tapping Summon the Beast launches an immersive WebAR sequence powered by 8th Wall. Guests scan the ground, align their phone with the archway, and watch the transformation unfold. Stone cracks. Wings unfurl. A towering gargoyle takes flight through the night sky before swooping toward the crowd. With a roar and a swipe across the camera lens, the creature vanishes into the fog—leaving one last dare: “Flip your camera.”

From hometown sandlots in Japan to the biggest stage in American baseball, 12 Japanese players are rewriting the story of MLB. To recognize their impact, MLB Japan launched a first-of-its-kind campaign that combines one of Japan’s most beloved cultural traditions with interactive technology.

Britannia Pure Magic Choco Frames marked Harry Potter’s birthday in a way fans won’t forget. They transformed a print ad into a portal to a magical experience. In partnership with immersive tech company Xtendr, the brand transported readers of the print ad into a Harry Potter-themed destination that engaged them with live streaming videos and interactive treasure hunts. 

Sixty-year-old Mondelez International cookie brand Chips Ahoy! launched the Happy by Design augmented reality (AR) experience to support diversity in the creative space and strengthen ties with the younger generation. 

Drawing inspiration from the former zoo that once inhabited the large garden of the Belvedere Palace, the Belvedere Museum of Vienna introduces an extraordinary museum adventure game that invites young adventurers on a captivating expedition into the enchanting realm of the animal kingdom.

Taking the excitement to a whole new level for fans, Paramount unleashed two immersive augmented reality experiences to promote and amplify awareness for the highly popular film "Transformers: Rise of the Beasts".

In celebration of the highly anticipated theatrical release of “Avatar: The Way of Water”, 20th Century Studios released an immersive Augmented Reality experience where spectators and passers-by could dive into the oceans of Pandora using only their smartphones. 

NBC and Verizon are giving “La Brea” fans a sweet surprise with the launch of an augmented reality experience that allows fans to interact with La Brea’s defining sinkhole to reveal classic objects from the television series.

Following the release of Coca-Cola Dreamworld—the fourth limited-edition flavor under the Coca-Cola Creations innovation platform— Coca-Cola in collaboration with Tomorrowland launched an Augmented Reality musical experience that allows users to step into a dreamy new  universe. 

In support of the July 29 theatrical release of Warner Bros.’ animated feature film, DC League of Super-Pets, the studio unleashed an interactive and family-friendly AR experience launched from an Amazon box.