Dive Summary:
- Snapchat today (Oct. 26) revealed several brands leveraging Halloween-themed augmented reality (AR) lenses, according to details shared with Marketing Dive.
- Maybelline is using AR lenses to promote seasonal makeup looks, while Farmacy Beauty is using the first Snapchat AR lens to promote its Green Clean cleansing balm. Nickelodeon and Paramount+ crafted experience around “Mo”Nster High 2“and Universal,” uses AR to advertisefive nights at freddy’s” film.
- Their latest collaboration follows parent company Snap’s latest efforts to revitalize its advertising business after a fall slump. The company, which announced its Q3 earnings earlier this week, returned to positive revenue growth and saw a 12% increase in daily active users.
Diving Analysis:
Snapchat is helping brands prepare for the spooky season by using its popular AR technology as a tool for marketers to tap into the Halloween excitement and reach younger audiences. Snapchat currently has over 400 million daily active users. record high for the platform According to Snap’s latest earnings release, more than 250 million users interact with AR in the app every day.
Maybelline, which offers multiple AR lenses to provide Halloween makeup inspiration to consumers, is among the advertiser roster. Consumers use lenses The statement stated that they could imagine themselves in a variety of looks inspired by animals such as cheetah, zebra and butterfly, and that they aimed to “combine jungle chic with the streets of New York.” Farmacy Beauty, another beauty brand, The first Snapchat AR lens To promote the Green Clean Challenge, an annual effort designed to showcase the power of the Green Clean cleansing balm and, in this case, eliminate stubborn Halloween temptation.
Also Nickelodeon and Paramount+ together created an AR experience We are promoting “Monster High 2” after a successful campaign for the first movie last year. The latest lens is paired with a song from the sequel “My Heart Goes Boom Boom Boom” and showcases the characters Toralei, Clawdeen, Draculaura, Frankie and Deuce. Paramount+ also leveraged Snap’s First Lens premium ad placement solution on October 5 to enhance the AR experience.
Also in the field of cinema, Universal introduces:five nights at freddy’swith an AR lens Populates a random lineup of scary characters from a movie based on a video game. Along with brand collaborations, Snapchat has also created its own line of Halloween AR lenses. The platform plans to release four new costumes bitmojia user-personalized emoji and several virtual Halloween t-shirts for the virtual characters.
Snapchat’s Halloween comes on the heels of parent company Snap’s third-quarter earnings announcement. During the period, the company’s daily active users increased by 12% compared to the previous year and revenues returned to positive growth. increasing by 5% year on year. Perhaps signaling a turnaround, Snap attributed its recent revenue increases to the development of machine learning and optimization processes that allow for better ad targeting. Snap also became law drastic cost cuts amid business challengesIncluding layoffs.
Snap is also making efforts to attract more brands to its platform. The company started operating at the beginning of October Creator Collaboration CampaignsA suite of advertising solutions designed to help brands streamline creator relationships. Another move on the Halloween front is Snapchat this month launched an immersive content series“Phantom House” follows several creators as they attempt to escape a haunted house. The platform promoted the series as a premium opportunity for brands to run ads; Maybelline and Disney+ were among the first to launch this experience.
