Snapchat's Spooky Strategy: Introducing 'Phantom House'

In a novel approach to Halloween, Snapchat has rolled out an immersive content series titled "Phantom House.” 

Launched on October 8 with weekly episodes, this series invites viewers into a virtual haunted house experience. Participants join forces with content creators to uncover clues and solve puzzles, enhancing engagement with innovative AR Lenses and AI-generated Dreams selfies.

Bringing Brands into the Ghostly Game

Snapchat is positioning "Phantom House" as a golden opportunity for brands to showcase their ads and craft unique AR experiences. Disney+ and Maybelline, as early adopters, have not only integrated ads but are also participating in an out-of-home (OOH) activation set for Advertising Week New York.

Expanding Reach: Snapchat's Multi-Tab Series

With "Phantom House," Snapchat aims to captivate both users and advertisers, spreading across Chat, Camera, Stories, and Spotlight tabs. This move, a first for Snapchat, leverages data suggesting 80% of its users engage with the app during Halloween, making it an attractive platform for advertisers. 

This strategy comes as Snapchat works to navigate a revenue downturn.

Interactive Adventures with 'Phantom House'

Snapchat users were able to dive into the haunted escapades of "Phantom House" each week, assisting Snap Stars like Tony Talks, Sofie Dossi, and Ezee in their quest to solve mysteries. The series promotes active participation through various app features like Spotlight challenges and AI Dreams selfies.

Early Advertisers: Disney+ and Maybelline's AR Edge

Disney+ and Maybelline are pioneering in-app advertising within "Phantom House," offering AR Lenses through Snapchat’s First Lens feature for optimal visibility. These collaborations extend to co-marketing initiatives both in-app and off-platform.

Physical Meets Digital: Snap's OOH Experience

Complementing digital engagements, Snap’s OOH presence at Advertising Week New York showcases Disney+ and Maybelline. An exclusive event on October 18 will allow attendees to experience "Phantom House" in a physical setting.

Marketing Impact: Snap's Campaign Efficacy

Snapchat's Halloween-themed campaigns have historically shown significant impact, with notable increases in brand awareness and ad recall. As of Q2, Snapchat boasts 397 million daily active users, offering a substantial audience for brand messaging.

Focus on AR: Snapchat’s Strategic Emphasis

Snapchat continues to invest in AR technology, a key strategic priority. 

Despite some setbacks, such as the closure of its Augmented Reality Services for Business (ARES) platform, the company remains committed to enhancing its AR capabilities, adapting to the evolving landscape of generative AI technology.

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