With hype rising for the spookiest season of the year, Snapchat has announced a new Halloween activation. Snapchat’s new “Phantom House” aims to provide users with an immersive Halloween experience. You can view Snap’s official preview trailer here. If anything, the cinematography and production of the promotional video were top-notch. Need some spooky inspiration? If so, then Snap’s “Phantom House” might have what you need.
Enter: The Phantom
Despite the high-quality production, the Phantom House trailer does not explain much. To summarize, Snapchat’s new “Phantom House” is a weekly Snapchat video series where users can participate via various Snapchat elements.
As per Snap:
“Snap creators Tony Talks, Sofie Dossi, and Ezee will star in this new series as they race against the clock to escape the Phantom House. Snapchatters can tune in to the weekly content series to watch the story unfold, participate in the adventure by helping the creators gather new clues and solve puzzles, and share what they’ve seen with friends through AR Lenses and AI-generated Dreams selfies inspired by the Phantom House.”
So, you can also use Snap’s new AI-generated “Dreams”images in the process. At the very least, it could be interesting. Furthermore, Snap says that brands can also tap into surrounding discussions by linking back to the Phantom House project.
“Brands can seamlessly integrate themselves into the Phantom House conversation with interactive AR experiences of their own, commercials placed within the show, and off-platform co-marketing. In fact, brands including Maybelline and Disney+ will be featured in our Phantom House out-of-home takeover at Advertising Week New York.”
On Monday, October 16, Snapchat will take its Phantom House to Advertising Week. During the event, attendees can “step inside a Phantom House experience”. Snap says that 80% of its users plan to use Snapchat during Halloween. Given that, reaching them with themed promotions is a good move to maximize engagement and interest.
The Wrap
Snapchat’s new “Phantom House” is an interesting project, though a lot comes down to how users can engage with it. Should users buy-in and interactive elements catch on, it could offer valuable brand awareness and reach opportunities. Either way, it could be worth tuning into. The first episode of Snapchat’s “Phantom House” series went live on October 8th. You can check that out here.
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