It’s almost that time of the year again; but isn’t it the same every year for these annual holidays and events? But we digress. On the topic of annual happenings, Snapchat’s taking an interesting approach to Halloween this 2022 by enabling users to not only try on potential Halloween costumes via AR but to also purchase any outfit that they’ve digitally tried on direct from the display.
Treat or Treat?
Based on the sample sequence provided by Snap, this year, after you’ve tested out an AR costume via Snap’s full body scan option, you’ll then be able to tap through to buy the same outfit in real life.
According to Snap:
“Starting on Oct 11th, Snapchatters can try on, share with friends, and buy costumes of some of their favorite (and nostalgic) movie and TV characters including, Hocus Pocus, Squid Game, Stranger Things, Power Rangers, and more.”
Snap’s partnering with Disguise Costumes to facilitate the AR-to-purchase process, with all of the available AR costume options listed on the in-app Disguise profile. Users will also be able to find the full listing by searching for ‘Disguise Costumes’, or by searching for each character/movie/TV show as well.
It’s an interesting evolution in Snap’s Halloween approach, which also marks a significant step in using AR as a path to purchase in the app. Snap has been evolving its AR shopping tools for years, with new ad options, try-on tools, and more. But this seasonal, topical event tie-in is a larger push, providing several costume options that will undoubtedly be popular heading into Halloween, which could then drive more direct shopping activity.
With Snap already being the definitive leader in the AR space, you can just imagine the potential for further event and seasonal tie-ins along similar lines, with Snap facilitating more direct display and shopping options for integrated campaigns. With some 80% of Snapchatters planning to use the app during Halloween, it could be a major campaign that will highlight the potential of AR for in-app marketing.
The Wrap
According to Ipsos, shopping is now the number one reason why consumers use AR, and as such, this could be a key opportunity to tap into that interest. If anything, it’s definitely worth watching for marketers as a signal of the potential of AR promotions. At the same time, it provides standard users with another treat to enjoy Halloween and a way to earn itself a little revenue. As mentioned, it’s going to be a bit different this year for Halloween on Snapchat, so be sure to go on if you have an account and check things out for yourself; you be the judge. Have a spooky one!
Subscribe to our ‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.
Sources