- Snapchat today (Oct. 26) revealed several brands which might be profiting from its Halloween-themed augmented reality (AR) lenses, in accordance with details shared with Marketing Dive.
- Maybelline is using AR lenses to advertise seasonal makeup looks, while beauty retailer Farmacy is running its first Snapchat AR lens to advertise a Green Clean cleansing balm. Nickelodeon and Paramount+ crafted an experience around “Monster High 2,” and Universal is using AR to advertise the “Five Nights at Freddy’s” movie.
- The latest collaborations follows recent efforts by parent Snap to reignite its ads business following a fallow period. Reporting its Q3 earnings earlier this week, the corporate returned to positive revenue growth and saw its each day lively users grow 12%.
Snapchat helps brands prepare for the spooky season, flexing its popular AR technology as a tool for marketers to tap into Halloween hype and reach young audiences. Snapchat currently has over 400 million each day lively users — a record high for the platform — while over 250 million users engage with AR on the app every day, in accordance with Snap’s latest earnings statement.
Included in its advertiser lineup is Maybelline, which is offering consumers multiple AR lenses to serve Halloween makeup inspiration. Consumers using the lenses can envision themselves in a wide range of animal-inspired looks, like a cheetah, zebra and butterfly, meant to “marry jungle chic with the NYC streets,” the discharge said. Another beauty brand, Farmacy, is using its first Snapchat AR lens to advertise its Green Clean Challenge, a yearly effort designed to showcase the ability of its Green Clean cleansing balm, on this case to remove stubborn Halloween glam.
Additionally, Nickelodeon and Paramount+ together have created an AR experience promoting the “Monster High 2” movie following a successful campaign around the primary installment last 12 months. The latest lens is paired with a song from the sequel, “My Heart Goes Boom Boom Boom,” and showcases characters Toralei, Clawdeen, Draculaura, Frankie and Deuce. Paramount+ also utilized Snap’s First Lens premium ad placement solution on Oct. 5 to advertise the AR experience.
Also within the movie realm, Universal is promoting “Five Nights at Freddy’s” with an AR lens that populates a randomized line-up of scary characters from the film, which was adapted from a video game. Aside from brand collaborations, Snapchat has also created a series of its own Halloween AR lenses. The platform plans to launch 4 recent costumes for Bitmoji, a user-personalized emoji, together with several virtual Halloween tees for the virtual characters.
The Halloween announcement from Snapchat rides on the heels of parent company Snap’s Q3 earnings release. During the period, the corporate’s each day lively user count grew 12% versus the year-ago period and revenue returned to positive growth, increasing 5% year-over-year. Perhaps signaling a turnaround, Snap attributed the recent revenue gains to the event of machine learning and optimization processes that allow for higher ad targeting. Snap has also enacted steep cost cuts amid its business struggles, including layoffs.
Snap at the identical time has made efforts to court more brands to its platform. The company in early October launched Creator Collab Campaigns, a set of ad solutions which might be designed to assist brands streamline creator relationships. In one other move on the Halloween front, Snapchat this month launched an immersive content series, “Phantom House,” that follows several content creators as they try to escape a haunted house. The platform has promoted the series as a premium opportunity for brands to run ads, with Maybelline and Disney+ among the primary to activate across the experience.
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