Snapchat is bringing again its Halloween-themed content material sequence, Phantom Home, As per particulars shared with Advertising and marketing Dive. Maybelline New York, State Farm and Hulu are among the many advertisements surrounding the second installment. Adverts for taking part manufacturers will embrace customized creator content material, augmented actuality (AR) lenses, Snap video advertisements and extra. Moreover, Snap will create AR lenses themed round every episode of Phantom Home, which may assist appeal to key audiences.
Phantom Home consists of 4 episodes that includes a group of Snap tales through which a handful of creators navigate completely different spooky worlds. Creators concerned within the newest iteration embrace Tue Nguyen, Jake Koehler, Rachel Levin and Caryn Marjorie.
Halloween seems to signify a key alternative for Snapchat, as indicated by the social media platform’s option to convey again its Phantom Home sequence. In constructing as much as final yr’s Phantom Home, Snap cited analysis that means that 80% of customers of the platform The app is deliberate for use throughout Halloween. This yr, US Snapchatters are prone to spend not less than twice as a lot this Halloween as final yr, in keeping with knowledge cited within the launch particulars.
The hassle exhibits further indicators of potential, with the platform’s Halloween marketing campaign reporting a big elevate in model consciousness, advert consciousness and motion intent, in keeping with Kantar Marketnorm analysis that was commissioned by Snap and detailed final yr’s Phantom Home activation. That explains why Maybelline is returning as a second-season sponsor of Phantom Home and why State Farm and Hulu have signed on.
“Halloween is a vital second for discovery within the magnificence trade, and Maybelline celebrates all alternatives for individuals to step out of their consolation zones and categorical themselves,” Jessica Feinstein, Maybelline’s senior vp of promoting, stated in a press release.
Maybelline’s activation this yr will embrace branded content material that may tie in with the Phantom Home episode. The model may even use customized creator content material, in addition to an immersive AR lens, advertisements and Snap advertisements.
At State Farm’s finish, the insurance coverage firm will launch its personal AR Lens and leverage advertisements and Snap advertisements. Hulu will use an AR lens, advertisements and Snap video advertisements to enrich its annual Huluween marketing campaign, which promotes its new Hulu Originals movie “Carved” with the streamer’s library of Halloween-themed content material.
To additional improve fan engagement, Snap has labored with Atomic Digital Design to create 4 AR lenses that shall be themed to every Phantom Home episode. Lens will embrace options like real-time morphing of Snapchatters’ faces, pet monitoring, and contextual dynamic 3D animations. Lenses will transport followers into the world of the episode with photos together with a zombie-infested freezer and monster canine.
The primary episode of Phantom Home’s second season is at present obtainable to Snapchat customers through Phantom Home’s public profile. Subsequent episodes will drop each Tuesday.
Snap reported a 16% year-over-year improve for a complete of $1.23 million in its newest earnings launch within the second quarter. The platform reported a complete of 432 million each day lively customers throughout the interval, a rise of 36 million over the year-ago interval.
