Snapchat is delving into the Halloween spirit with its new interactive series, “Phantom House,” offering a multi-tab experience that covers the Chat, Camera, Stories, and Spotlight sections of the app. This bold move by the platform stems from data suggesting that a whopping 80% of its users anticipate being active on Snapchat during Halloween. Considering recent revenue challenges, this initiative could be a game-changer in attracting both advertisers and users.
In the “Phantom House” series, Snapchat enthusiasts can accompany Snap Stars – the platform’s verified creators – like Tony Talks, Sofie Dossi, and Ezee on a thrilling journey. The interactive plot involves seeking out hints and piecing together puzzles, making it a two-way engagement experience. To elevate user involvement, the platform is also promoting features like the Spotlight challenge, Cameos, AR Lenses, and the recently launched AI Dreams selfies. This Dreams feature, unveiled in August, enables users to venture into AI-powered dreamlike settings.
Brands have already spotted the potential of this series, with early advertisers such as Disney+ and Maybelline securing slots to showcase ads amidst “Phantom House” episodes. More enticingly, both advertisers will provide AR Lenses, gaining prime exposure through Snapchat’s “First Lens,” part of Snap’s exclusive “First” suite of prime ad placements. Beyond these primary spots, brands have the flexibility to weave in commercials, curate AR encounters, and even explore co-marketing opportunities outside the Snapchat platform.
Snapchat’s innovative “Phantom House” series reflects the platform’s relentless pursuit of creativity and its commitment to providing a dynamic space for both users and brands. As platforms continually evolve to stay relevant, embracing seasonal trends and interactive content may just be the secret ingredient for sustained engagement and growth.