Coinciding with the expected premiere of the original series this August 21 HBO House of Dragons, Snap and HBO Max bring dragons from the series to cities around the world through augmented reality experiences. For the series premiere, there is a massive global campaign that will grow throughout the season.
To celebrate this arrival, they also came Snapchatters New ways to interact with the iconic dragons from the series. In selfie mode, the lens turns you into a fire-breathing dragon.
In world view mode, Lens uses sky splitting technology to flaunt flying, fire-breathing dragons before your eyes. The lens will be launched in regions around the world, such as: Australia, Europe, India, Middle East and North Africa, North America, etc. It can be accessed through the lens carousel or by scanning this access code,
First-of-its-kind collaboration: Snap and HBO Max have collaborated with members of the Snap Lens network worldwide to create personalized geolocated augmented reality experiences in their local markets. This is the first collaboration for a brand to associate with a diverse group of lens manufacturers globally.
The new Landmarker geolocated lenses continue the brand’s tradition of taking over buildings with dragons in Game of Thrones augmented reality — they first shot an ice dragon shot of the Flatiron Building in New York for the final season premiere of GoT in 2019.
Landmarkers offer geolocated lenses to users Snapchatters An exciting new way to engage with the show, revealing Augmented Reality renderings of the show’s dragons as they capture local landmarks around the world.
To carry out the campaign, HBO Max has provided lens makers with augmented reality assets for each dragon to build new geolocated landmark lenses.
Each lens manufacturer has individually selected their individual lens location, bringing a powerful local element to this global campaign.
The first lens was released to premiere on August 21 at the following locations:
-Los Angeles: Venice Beach Grand Canal, built by Francis Chenow
-Rio de Janeiro: Statue of Princess Elizabeth built by Vitulo & Co.
-London: Tower Bridge, built by Clara Backous
-Chennai: Fort Sankagiri, Produced by RBKwin Studio
-Bombay: Estacene CST (IE Chhatrapati Shivaji Maharaj Terminus), Produced by Mohnish Raut and Persica Picardo
-Prague: Charles Bridge built by Inna Horobchuk
In total, approximately 20 new Landmarker objectives will be released throughout the season by creators from over 10 countries. As new dragons are introduced during the season, geolocated landmark experiences with those dragons will be available via Snapchat.
The landmark lens will focus on three key moments in the show: the series premiere, the main mid-season episode, and the season finale in late September.
The Landmarker lens will be unlocked via the lens carousel when Snapchatters A landmark is near the location. They’ll also be accessible via new custom dragon icons on Snap Map, which reveal the location of each Landmarker experience.
– Global Augmented Reality lens for selfies and for all made by Snap.
-Custom landmark geolocated lenses visible throughout the season, created by a global group of Snap lens creators in markets around the world.
-Snap ads and commercials that will run throughout the season to promote the show and the new lens.
Custom dragon markers on the Snap Map will indicate the location of each Global Landmarker Geolocated Augmented Reality experience.
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