Snap is leaning into the hype around HBO Max's "Game of Thrones" prequel "House of the Dragon," which kicked off this weekend, with fun Augmented Reality activations around the world.

In partnership with HBO Max, the company launched a new Snapchat Lens that unleashes dragons into the sky, while in selfie mode, users can transform their face into that of a fire-breathing dragon.

Snap and HBO Max also coordinated with members of Snap’s Lens Network from around the world to build custom experiences in their local markets. Using its Landmarker technology, each creator was given the tools to create AR renderings of the show’s dragons taking over local landmarks. They include London's Tower Bridge; Los Angeles' Venice Beach Grand Canals; Rio De Janeiro's Princess Isabel Statue; Chennai's Sankagiri Fort and Mumbai's CST station. Custom dragon markers on the Snap Map will indicate the location of each experience so that Snapchat users can unlock them when they are near that location.

 

Snap ads and commercials running throughout the season will promote the show and the new lenses. As new dragons are introduced over the course of the season, new experiences featuring those dragons will be made available through Snapchat.

The activations continue Snap's history of working with the "Game of Thrones" franchise; in 2019, it transformed New York's Flatiron building into a giant billboard featuring an ice dragon to promote the series finale.