Due to Covid, the UK was in lockdown so people weren’t able to visit each other or gather in crowds meaning halloween was cancelled. A favourite part of Halloween is dressing up and playing trick and treat, so we decided to bring it to where people were. 

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We did this by gamifying dressing up and trick or treating virtually, universally recognised key elements of Halloween. Halloween at Home is an AR filter with a two player functionality  that brings people together to dress up and play trick or treat, all from the comfort of your sofa - adding back the spirit of Halloween this year. 

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In 3 days the ‘Halloween at Home’ campaign reached a total of 5.5 Million people out of which 182K people clicked to open the AR Filter, with over 9.2 million impressions. The Average time spent with the filter was 39.19 seconds (industry average is 16 secs). 56.27% of users who opened the filter went on to play the game; from users who filmed themselves using the filter, we saw 15.63% share it.