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.”

Accepting the challenge opens a Snapchat Lens that continues the story. The gargoyle reappears to snatch guests into the air, carrying them high above Halloween Horror Nights for one final scream.

“We wanted guests to feel as though they weren’t just attending the event, but stepping into an extended story where reality itself was haunted.” — Universal Studios Creative Team

Powering mixed reality through the browser
Built using 8th Wall’s WebAR platform, the campaign requires no additional downloads, only a link within the Universal app or a quick scan of an on-site QR code. Lucid Reality Labs employed advanced World Tracking and environmental mapping to precisely anchor the gargoyle atop each park’s archway, ensuring a seamless experience across thousands of devices. By connecting Universal’s owned app with Snapchat’s AR platform, the activation created a continuous story that bridged platforms and audiences alike.

Beyond the Park
The Mixed Reality Gargoyle is quickly captivating crowds across both coasts. Guests are sharing their encounters across social media, transforming Universal’s arches into viral icons of fright and extending Halloween Horror Nights beyond the park itself.

For Universal and Lucid Reality Labs, this activation is more than a creative leap. It is a statement of what comes next for immersive entertainment.