As Halloween approaches, social media platforms are primed for a seasonal surge in engagement, and Snapchat is no exception. The platform is reviving its successful Halloween-themed content series, Phantom House, which promises to blend entertainment and marketing in innovative ways. According to insights shared with Marketing Dive, brands such as Maybelline New York, State Farm, and Hulu are signed on as sponsors for this year’s installment, indicating a growing recognition of Halloween as a valuable opportunity for brand visibility and consumer interaction.
Snapchat’s Phantom House is designed to captivate audiences with a creative mix of creator-led storytelling and augmented reality (AR) experiences. The series will feature custom content, Snap Video Ads, and interactive AR Lenses that transform users into characters within this eerie narrative. By offering a multifaceted approach that combines traditional advertising with modern digital experiences, Snapchat aims to enhance user engagement while promoting brand partners effectively.
Creators at the Helm
At the heart of Phantom House are the creators who will navigate its spooky landscapes. Among the notable personalities involved are Tue Nguyen, Jake Koehler, Rachel Levin, and Caryn Marjorie. These creators bring their unique styles and audiences to the table, thereby amplifying the reach and appeal of the Phantom House series. Their involvement speaks volumes about the importance of influencer marketing in today’s digital landscape, particularly during periods of heightened consumer activity like Halloween.
The latest season comprises four episodes, each featuring a blend of engaging storytelling and interactive elements. The endeavor reflects Snapchat’s commitment to fostering a community-driven platform where creators can express their creativity while connecting with their audiences in entertaining ways. By leveraging their influence, these creators are likely to draw more users into the Phantom House experience, increasing viewership and interaction.
Snapchat’s decision to reintroduce Phantom House aligns with research indicating that a significant proportion of its user base intends to engage with the platform during Halloween. Data shared from previous campaigns shows that users are increasingly inclined to spend more on Halloween-related activities. This year, American Snapchat users report being twice as likely to increase their Halloween expenditures, a trend that brands like Maybelline are keen to capitalize on.
Maybelline’s involvement emphasizes the importance of product discovery during Halloween, a time when consumers are often more adventurous with their beauty choices. Jessica Feinstein, Maybelline’s Senior Vice President of Marketing, articulated the brand’s goal to help consumers express themselves creatively. This year, Maybelline will integrate branded content within Phantom House episodes and employ immersive AR technology to enhance viewer engagement.
State Farm, also on board, plans to introduce its unique AR Lens alongside other digital advertising formats, reinforcing the idea that even traditionally conventional industries, such as insurance, can creatively engage with consumers during festive periods. Hulu rounds off the lineup with its own campaign, using AR to support its Halloween content offerings.
Elevating Fan Engagement with Augmented Reality
A standout aspect of Phantom House is the introduction of four specialized AR Lenses that will correspond with each episode’s unique theme. Designed in partnership with Atomic Digital Design, these Lenses promise an array of interactive features, including facial morphing and 3D animations. Creators can guide Snapchat users through eerie worlds, complete with details like zombie-infested freezers and demon dogs, creating an immersive experience that blurs the line between digital interaction and reality.
This innovative approach not only elevates user engagement but also positions Snapchat as a front-runner in leveraging emerging technologies within social media. By offering users the chance to step into narratives that resonate with Halloween’s playful and spooky nature, Snapchat ensures that its platform remains relevant and engaging in a crowded digital space.
The initial episode of the second season of Phantom House is now available to Snapchat users, with subsequent episodes slated for release each Tuesday. As Snapchat continues to evolve, the success of campaigns like Phantom House will be pivotal in determining the platform’s relevance and longevity in the highly competitive realm of social media.
In the context of its latest earnings report, which noted a 16% increase in revenue year-over-year and a steady rise in daily active users, Snapchat’s Halloween campaign represents an astute recognition of seasonal consumer behavior. By intertwining creative storytelling with brand engagement, Snapchat is poised to enchant its users—and brands alike—this Halloween season, proving once again that creativity and connection can redefine user experiences in the digital age.
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