Snapchat is one of the most popular mobile messaging apps worldwide. One of its unique features is snap. It allows users to send a drawing, photo, text, or video that disappears within a period. Another popular tool in the platform is AR lenses. Using them, Snapchat partners with HBO to launch the “House of Dragon” premiere.
As it premiered last 21st of August, HBO partners with Snapchat for an augmented reality (AR) campaign via a dedicated Snap AR lens called the scanning. In selfie mode, it transforms a user into a fire-breathing dragon. The worldview mode unleashes fire-breathing and flying dragons in the background. Scanning lenses will go live in Africa, Australia, Europe, India, the Middle East, North America, and Northern Africa.
Users from the US local markets can also experience custom AR land markers for the Game of Thrones dragons, including:
- Charles Bridge in Prague
- CST Station in Mumbai Flatiron Building in New York
- Princess Isabel Statue in Rio De Janeiro
- Sankagiri Fort in Chennai
- Tower Bridge in London
- Venice Beach Grand Canals in Los Angeles
Snapchat partners with HBO to launch the “House of Dragon” premiere on 19 August 2022.
Implications to Marketers:
Snapchat’s partnership with HBO to launch the “House of Dragon” is a clear expansion of AR lenses. Marketers should look for ideas and inspiration on the said campaign for brands to level up AR advertising.