Snapchat’s first ad was creepy after all, but not in the way you might expect.

The first ad to run on the ephemeral messaging service debuted on Saturday and promoted Universal Pictures’ upcoming horror film “Ouija,” which is based on the spooky board game. Snapchat had announced Friday that the service’s first ad would appear in users’ feeds over the weekend.

The ad — which can be viewed below as an animated GIF — appeared under the “Recent Updates” tab in Snapchat users’ friends list and carried a “sponsored” label. To watch the ad, people needed to click the entry and hold their finger on their phones’ screen for the duration, as with viewing any other content on Snapchat.