Snapchat and OUTFRONT Media Bring Live AR Spectacle to Times Square

Today, Snapchat and OUTFRONT Media debuted Crowd Created, a live AR spectacle in Times Square, with HBO Max as the official launch partner for House of the Dragon Season 3, premiering June 21. This new IRL advertising format is the first Snapchat AR experience to project visitors live onto Times Square billboards in New York City and features first-ever four-sided AR Mirror.

From 3PM to 7PM today, visitors in Times Square can step in front of the full-body, four-sided Snapchat AR Mirror and interact with custom House of the Dragon AR Lenses that show them virtually wearing Queen Rhaenyra Targaryen’s crown, placing themselves directly in the world of the series. After a brief period, they will see themselves and their AR experiences appear live on OUTFRONT’s Duo Duffy billboards.

With nearly 300,000 visitors passing through Times Square each day on average, and peak periods drawing close to 400,000 people, ¹ making it one of the most socially shared destinations in the U.S., ² Crowd Created offers brands an innovative way to launch their biggest titles and invite audiences to become part of the campaign itself.

“At its best, fandom is participatory — and we're always looking to create moments that let fans see themselves in the worlds they love. Through this partnership with Snapchat and OUTFRONT, we’re harnessing innovative technology to bring fans inside the world of House of the Dragon, transforming a simple interaction into a larger-than-life moment,” said Mark Doumet, Vice President, Originals Marketing, HBO and HBO Max.

“With Crowd Created, Snapchat and OUTFRONT have transformed the streets of New York into Westeros — dragons and all,” said OUTFRONT Chief Marketing and Experience Officer Stacy Minero. “By combining Snapchat’s industry-leading AR technology, HBO Max’s award-winning IP, and OUTFRONT’s premium IRL media canvases, this campaign demonstrates how innovation can turn real-world environments into immersive experiences that people don’t just see - they step into.”

"At Snap, we believe the most powerful experiences don’t just reach audiences, they invite them in, and AR is one of the most powerful ways Snapchatters engage with the world around them. In this iconic partnership with HBO Max and OUTFRONT, we’re transforming Times Square into a live, immersive canvas for House of the Dragon, giving fans the chance to step into Westeros, see themselves in the story, and experience fandom on a whole new scale.” said Laurel Duquette, Head of Media and Entertainment, Snap Inc.