With internal Snapchat data indicating 80 percent of its members plan to use the service during Halloween activities, the platform was eager to scare up a special treat. What it came up with is an immersive original series called “Phantom House.” Disney+ and Maybelline are among the first sponsors to sign-up for the weekly installments spanning across Snap’s Chat, Camera, Stories and Spotlight tabs. “’Phantom House’ will come to life during Advertising Week New York through an out-of-home takeover” that includes a live activation, according to Snap.

The first episode premiered October 8. “‘’Phantom House’ follows several content creators as they attempt to escape a haunted house,” Marketing Dive writes, explaining “viewers are encouraged to aid the creators by gathering clues and helping to solve puzzles, and can also engage with themed AR Lenses and the app’s AI-generated Dreams selfies.”

“What better way to get into the spooky spirit and spark some frightful fun than with a mystery that only Snapchatters can help solve?” the company asks in a newsroom post that includes a video preview. Snap personalities Tony Talks, Sofie Dossi, and Ezee are featured in the new series, racing against the clock to escape the Phantom House.

Viewers will be able to share their clues and engage with each other through Cameos, AR Lenses and a Spotlight challenge, as well as AI Dreams selfies. “Snap launched its Dreams feature in August, allowing users to place themselves in imagined dreamscapes” using Snapchat’s artificial intelligence features, Marketing Dive says.

Advertisers will be able to offer custom AR Lenses that will receive optimum placement on Snapchat’s First Lens space for advertising deliverables that spans First Story and First Commercial. Brands are invited to run commercials, create immersive AR experiences and participate in off-platform co-marketing, the company says.

“Supplementing the in-app advertising, Disney+ and Maybelline will also be featured in Snap’s OOH takeover at Advertising Week New York, which begins October 16,” Marketing Dive reports, noting that “on October 18, Snap will invite attendees of the conference to a private event where they can experience ‘Phantom House’ in person.”