The hype for HBO's Game of Thrones reached epic proportions like the series itself this week with the latest version of the official trailer of the last season, but it's a Snapchat promotion that fans at SXSW really do in the knees will force the knntee.
Using Snapchat, the AR Marker Tech lens, HBO calls a haunting multi-room experience at the festival "Bleed for the Throne". During the interaction with the experience, the participants will find four AR experiences that are unlocked by images distributed throughout the room.
In one experience, Fire and Ice shoot one card from Westeros, while another experience ignites a "Hand of the King" cones with flames. Banners of all experience reveal blood-red thrones behind portraits of the series's characters, while in a tent dedicated to Daenerys, the Shadow of the Mother of Dragons appears alongside the silhouettes of their unsung army.
The activation is part of the larger "Bleed the Throne" campaign, which not only promotes the new season, but also serves the American Red Cross in donating blood donations.
For HBO, it's a return to a familiar territory as the premium cable network carried out a Snapchat campaign Promoting the second season of the science fiction series Westworld .
But the Game of Thrones experience will not be the only AR experience at SXSW built on the AR Mark Tech lens. Upon activation of Garden of Earthly Delights, Amazon will install two murals that will bring characters from the new series Good Omens to life with Snapchat's image recognition capabilities. In addition, HBO parent company Warner Bros. has wrapped Pedicabs and hung flyers with art from their Detective Pikachu movie, which releases AR experiences in Snapchat.
For brands available through Lens Studio, Snap AR Marker Tech will build lens free for larger customers who qualify, says one company spokesman. While other lenses are sufficient to reach customers wherever they are, image recognition technology is ideal for on-premises experiences for retailers, special events, outdoor advertisers, and other real-world marketing tactics.
In recent months, the AR has attracted consumer attention in previous installations Marker Tech Lens. In February, an in-store promotion for Nike with Lebron James caught the attention of basketball and sneaker fans (not to mention the NBA legend). In January, Snap used technology for a billboard as part of his original Snap series with Bhad Bhabie.
So while Game of Thrones comes to an end (regardless of the spinoffs), it's only the beginning of Snapchat's latest magical trick.