- Snapchat has launched an immersive Halloween content series, “Phantom House,” in keeping with details shared with Marketing Dive and on Snap’s website. The first episode rolled out Oct. 8, with latest episodes arriving weekly.
- “Phantom House” follows several content creators as they try to escape a haunted house. Viewers are encouraged to help the creators by gathering clues and helping to resolve puzzles, and may engage with themed AR Lenses and the app’s AI-generated Dreams selfies.
- Snapchat is promoting the series as a premium opportunity for brands to run ads and create AR experiences. Disney+ and Maybelline are amongst early advertisers, with each brands also participating in an out-of-home (OOH) activation during Advertising Week New York.
Snapchat is attempting to draw each users and brands with the launch of “Phantom House,” an expansive series spanning the app’s Chat, Camera, Stories, and Spotlight tabs. The effort, billed as a first-of-its-kind for the platform, is backed by research indicating that 80% of Snapchat users plan to make use of the app during Halloween, per the discharge, a presence that might help entice advertisers as the corporate struggles to beat a revenue slump.
Snapchat users will give you the option to follow along with “Phantom House” each week while aiding creators Tony Talks, Sofie Dossi and Ezee as they seek for clues and solve puzzles. The creators are Snap Stars, which is what Snap calls its verified content creators. Viewers are also encouraged to share what they find and interact further through a Spotlight challenge, Cameos, AR Lenses and AI Dreams selfies. Snap launched its Dreams feature in August, allowing users to position themselves in imagined dreamscapes by leveraging the facility of AI.
Early advertisers for the series include Disney+ and Maybelline, who will probably be running ads between “Phantom House” content. Additionally, each advertisers will offer AR Lenses that could have optimal placement on Snapchat through First Lens, an offering under Snap’s “First” line-up of outstanding promoting placements that also includes First Story and First Commercial. Brands trying to get entangled can run commercials, create AR experiences and in addition participate in off-platform co-marketing.
Supplementing the in-app promoting, Disney+ and Maybelline may also be featured in Snap’s OOH takeover at Advertising Week New York, which begins Oct. 16. On Oct. 18, Snap will invite attendees of the conference to a personal event where they’ll experience “Phantom House” in person, per details shared by the corporate.
Along with touting its reach, Snap can also be marketing “Phantom House” as a solution to share brand messages that may resonate. Halloween campaigns on Snapchat have a 1.6-times lift in brand awareness, 2.1-times lift in ad awareness and a 1.6-times lift in motion intent in comparison with Kantar MarketNorms, in keeping with recent Snap-commissioned research. Snapchat, as of the second quarter, had 397 million each day lively users.
Among ways for each users and marketers to get entangled with “Phantom House” is a heavy give attention to AR, a capability that Snap for a very long time has been focused on growing, even making the tech one among its three strategic priorities last yr. However, it hasn’t come without bumps within the road — the corporate recently shuttered its Augmented Reality Services for Business (ARES) platform just six months after its launch, a move credited partly to the rise of generative AI, which CEO Evan Spiegel said has made differentiating its AR business harder.
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