• by Colin Kirkland , October 6, 2023

During Advertising Week New York, which begins October 16, Snapchat will be showing “Phantom House,” a Halloween-inspired immersive AR content series featuring the app’s top creators and integrations from brands like Maybelline and Disney+. 

“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,” the company wrote in a blog post. 

Snap selected three verified content creators -- Tony Talks, Sofie Dossi, and Ezee -- to star in the weekly series, which users can engage with across the app’s Chat, Camera, Stories and Spotlight tabs. 

According to the social media platform, brands’ messages are likely to resonate with users at a higher level this Halloween, with 80% of Snapchatters planning to use the app during the holiday. 

“Halloween campaigns on Snapchat provide both upper-funnel and lower-funnel benefits, and have seen a 1.6x lift in brand awareness, 2.1x lift in ad awareness, 2.4x lift in message association, and 1.6x lift in action intent compared to Kantar MarketNorms,” a spokesperson told MediaPost. 

On the evening of October 18, Snap will be hosting clients and partners for a private event at Advertising Week New York, where they will be able to step inside a Phantom House experience live. Brands, the company says, can also choose to 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 addition, speakers from Snapchat will participate in main-stage panels and sessions centered on how the company is attempting to enhance culture through creators, entertainment and music.

Snapchatters can follow the Phantom House mystery starting Sunday, October 8 on the app.