Snap launches AR Lens for House of the Dragon

house of the dragon snap ar lens

To coincide with the highly anticipated premiere of HBO Original Series House of the Dragon, Snap and HBO Max are bringing dragons from the show to cities around the world via location-based augmented reality experiences. 

Snap has a large global campaign debuting for the series premiere – the first of its kind – that will grow over the course of the season. 

To celebrate the show’s launch, which premiered on Sunday 21 August, Snap and HBO Max are offering Snapchatters jaw-dropping new ways to engage with the show’s iconic dragons – through Snap AR.

HOTD AR Lens

HBO Max released a new selfie + world-facing AR Lens, to kick the series off on Sunday. In selfie mode, the Lens transforms users into a fire-breathing dragon.

In worldview, the Lens leverages sky segmentation technology to unleash flying, fire-breathing dragons before your eyes. The Lens will go live in regions around the world, including: Australia, Europe, India, the Middle East and Northern Africa, North America, and more.

In addition, Snap and HBO Max have also 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 company said.

The new Landmarker Lenses continue the brands’ 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 GoT final season premiere in 2019.

The Landmarker Lenses offer Snapchatters an exciting, innovative new way to engage with the show – revealing AR renderings of the show’s dragons as they take over local landmarks all over the globe.

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 powerful local element to this global campaign.

The first lenses launched for the premiere on 8/21 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 total, there will be around 20 new Landmarker Lenses released throughout the season from Creators in 10+ countries.

As new dragons are introduced over the course of the season, Landmarker experiences featuring those dragons will be made available through Snapchat.

The Landmarker Lenses will be concentrated on three key show moments: the series premiere, pivotal mid-season episodes, and the season finale in late September.

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.