Snapchat is bringing back its Halloween-themed content series, Phantom House, according to information provided to Marketing Dive. The brands that will be advertising around the second season are Maybelline New York, State Farm and Hulu. Custom creator content, augmented reality Lenses, Snap Video Ads and much more will be part of ads from the participating brands. Additionally, Snap will be launching AR Lenses branded after each of the Phantom House episodes, which could potentially support the aims of key audiences.

Phantom House comes in four episodes, with Snap Story compilations of a few creators who navigate various creepy worlds. Creators to the latest version consist of Tue Nguyen, Jake Koehler, Rachel Levin and Caryn Marjorie.

Halloween seems a great opportunity for Snap, the social media service said, reviving its Phantom House series. In last year's Phantom House, Snap referenced data indicating that 80% of the app's users planned to use the app this Halloween. This year, according to data referenced in release notes, U.S. Snapchatters are at least two times likelier to expect spending more this Halloween than last year.

The effort shows further signs of potential, as Halloween-related campaigns on the platform report a significant lift in brand awareness, ad awareness, and action intent, Kantar MarketNorms research commissioned by Snap and cited in detail around last year's Phantom House activation explained. That's why Maybelline is returning as a second-season sponsor of Phantom House, and State Farm and Hulu have signed on.

Halloween marks a major discovery point for the beauty industry, and Maybelline has expressed its full-throated support for every opportunity people may seize to try something new, to think out of their comfort zone and express themselves," said Jessica Feinstein, senior vice president of marketing in a statement.

That will be branded content broadcasted within an episode of Phantom House, among other activities from Maybelline this year. The brand additionally utilizes custom creator content apart from an immersive AR Lens, commercials, and Snap Ads.

From the side of State Farm, the insurance company will roll out its own AR Lens and use commercials and Snap Ads. Hulu will take advantage of an AR Lens, commercials, and Snap Video Ads to complement its annual Huluween campaign, which highlights the streamer's library of Halloween-themed content, in conjunction with its new Hulu Original film, "Carved.".
Besides the above, Snap has partnered with Atomic Digital Design to design four AR Lenses themed after each Phantom House episode. These will morph real-time faces, track pets, and animate contextualized dynamic 3D animation. The Lenses are going to take fans into the worlds featured by the episodes with imagery, in the form of a zombie-infested freezer and demon dogs.

You can already stream the first episode of Phantom House's second season straight on Phantom House's public profile, if you are a Snapchat user. Following episodes will be released every Tuesday.

Snap second quarter revenue grew 16% year over year to $1.23 million, the platform's parent company reported in its latest earnings release. During the period, the platform also reported 432 million daily active users, up by 36 million from a comparable year-ago period.