Something Old, Something New
How do you snap a haunted house back to life? Use AR filters and a spooky web series.
The Phantom House is a weekly interactive video series where popular Snapchat creators Tony Talks, Sofi Dosi, and Ezee work to escape this mysterious manor. Users can interact with this adventure using the Spotlight, Stories, and Chat features — solving puzzles and finding clues to help the creators find their way out. They can even share their experiences with others using Phantom House-inspired AR lenses and AI-generated selfies.
Snapchat brought the Phantom House to life at Advertising Week New York, where attendees could step into the home and feel the frights for themselves. At this in-person event, the Phantom House featured brand partnerships with Disney+ and Maybelline. And digitally, brands can interact with Phantom House viewers through AI-generated content and commercials.
Snapchat is taking a classic strategy (serial content) and elevating it with fresh elements (AI features). By mixing and matching tried-and-true concepts with new tools, marketers can keep their audience more engaged and diversify their content. Whether you’re using new formats like video for your blog series or using AI to visualize data for your next case study, a little innovation can scare up new creative content for your brand.
TL;DR: Snapchat‘s Phantom House series uses a strategy that combines classic content tactics with fresh, new elements to create a more engaging campaign.