After relying on augmented reality for its out-of-home advertising, HBO called Augmented Reality again on Snapchat to promote its Watchmen series.
On Thursday, the Snapchat app for iOS and Android featured an AR HBO-sponsored lens that turns users into two of the characters.
The lens uses the wiping mechanism Snapchat used for promotions for Terminator: Dark Fate and World of Warcraft to toggle between AR masks. Swipe left to become the masked detective Angela Abar. Swipe your finger to the right to become the figure Looking Glass.
In addition, the AR camera effect uses background segmentation to better immerse users in the experience, and adds the menacing sound of one ticking clock and a driving stroke that evokes the mysterious tension and atmosphere of the HBO series.
] The last time HBO put these augmented reality marketing efforts into a series was a wider round for the final season of Game of Thrones which benefited from a Snapchat installation at SXSW from Snapchat AR experiences before its premiere and a Magic Leap app.
Could the premium cable network for Guard have a magic leap experience along the way? That would be pure speculation, but for a property that has more than its fair share of fan theories, another one might not hurt, right?
Either way, pop culture fans can expect AR to continue watching HBO and Snapchat promotions clearly have a glimpse of passing these experiences to viewers.