Snap is debuting a first of its kind augmented reality (AR) campaign for HBO’s House of Dragon series premiere.
For the premiere on Sunday 21 August, HBO Max will release a new Landmarker Lens offering Snapchatters a new way to engage with the show, with AR renderings of the show’s dragons taking over local landmarks all over the globe.
Snap and HBO Max coordinated with members of Snap’s Lens Network from around the world to build custom Landmarker AR experiences in their local markets. This is the first partnership to pair a brand with a diverse group of Lens Creators at a global scale.
The Landmarker Lenses will focus on the series premiere, pivotal mid-season episodes, and the season finale in late September.
The new Lenses continue the social app’s tradition of taking over buildings with AR Game of Thrones dragons – they first executed an ice dragon takeover of the Flatiron building in New York for the Game of Thrones final season premiere in 2019.
Snapchat has 347 million daily active users and reaches over 90% of 13 to 24-year-olds and 75% of 13 to 34-year-olds in over 20 countries.
Dragons spotted on Venice Beach
In order to execute the campaign, HBO Max provided the Lens Creators with AR assets for each dragon to build the new Landmarker Lenses.
Each Lens Creator personally selected the location for their individual Landmarker Lens, bringing a local element to the global campaign.
The first Lenses will launch for the premiere on 21 August at the following locations:
- Los Angeles: Venice Beach Grand Canals, built by Francis Chen
- Rio De Janeiro: Princess Isabel Statue, built by Vitulo & Co
- London: Tower Bridge, built by Clara Bacou
- Chennai: Sankagiri Fort, built by RBKavin Studio
- Mumbai: CST Station (IE Chhatrapati Shivaji Maharaj Terminus), built by Mohnish Raut and Persica Picardo
In selfie mode, the Lens transforms the user into a fire-breathing dragon.
In worldview, the Lens leverages sky segmentation technology to unleash flying, fire-breathing dragons.
Over 250 million Snapchatters engage with augmented reality every day on average, according to Snap. Over 300 developers have reached more than a billion views on their Lenses, and Lenses built by the snap community have been viewed more than 5 trillion times.
The Landmarker Lenses will be unlockable via the Lens Carousel when Snapchatters are near a Landmarker location. They will also be accessible via new custom dragon icons on the Snap Map, which reveal the location of each Landmarker experience.