HBO has worked really hard to promote the final season of its hit show Game of Thrones. We have seen the station partner with a lot of brands, they have done a lot of activations to promote the shows final season. Recently the station used Snapchat’s Landmarker Lens augmented reality tech to help promote the final season. They used the tech to turn New York City’s landmark the Flatiron building into a giant ad for the final season. The Game of Thrones’ Snapchat lens turned New York’s Flatiron building into a Dragon’s perch for the undead ice dragon.
About Game of Thrones’ Snapchat Lens
For Snapchat users to experience the Game of Thrones’ Snapchat Lens they have to be near Flatiron building in Gramercy Park. Once close to the building, they will be able to access the Game of Thrones’ Snapchat lens that will transform the building into a perch for a dragon. They will see the undead ice dragon which is controlled by the Night King. To access it, Snapchat users in the vicinity of the building should simply tap the Snapchat camera and select the “Game of Thrones” Lens. The Game of Thrones’ Snapchat Lens was created by Snapchat’s in-house team.
The whole activation started on Sunday, April 14th and would run for the whole week. In addition to the lens, HBO is sponsoring dragon-themed AR Lenses. They will run in over 10 markets worldwide to let Snapchat users spread more “Game of Thrones” love. This won’t be the first time HBO will be working with Snapchat on Game of Thrones. In 2017, they built a Lens that turned people into White Walkers, the series ultimate villains. They also just worked together on a similar augmented reality innovation simply called “marker” technology at Austin’s South by Southwest.
About Snapchat Landmarkers
Snapchat Landmarkers have geolocated AR overlay effects linked to famous sites, and lets users insert themselves into the scene. They are animated filters that activate through the camera-decorating selfies and enhancing the landscape. It was one of the new tricks that Snapchat debuted at its first partner conference last week when they released new tools for its community of creators to build Lenses. At the event, Snapchat co-founders Evan Spiegel and Bobby Murphy both took the stage to announce new augmented reality technology. They also announced their plans for an ad network, expanding Stories to apps outside Snapchat, and mobile gaming service. Snapchat has given its creative partners access to Landmarker tech. They have allowed them to design the Lenses for select edifices, including the Flatiron, the Eiffel Tower and Buckingham Palace.