Snapchat Launches New Localized Lens Promotion for ‘Home of the Dragon’


Sure, I do know that you just had been burned by the closing season of Recreation of Thrones, by which your favourite character did one thing so inexplicable that it ruined all seven seasons or previous improvement, to the level the place you’ll be able to hardly bear to have a look at a map of Westeros ever once more

However Recreation of Thrones is about to make a comeback, albeit in several kind, with the prequel ‘House of the Dragon’ set to premiere on HBO this weekend.

And previous traumas apart, it may very well be good (George RR Martin says that it’s much more aligned with his original vision), and both means, we do get to see these wonderful dragons on TV as soon as once more.

Which is the focus of the newest marketing campaign on Snapchat, which permits Snap customers to remodel themselves into dragons through varied AR activations inside the app’s Lens instruments.

Which appears to be like form of cool – however much more attention-grabbing, from a social media marketing standpoint, is that this aspect of the newest HBO/Snap marketing campaign:

Snap and HBO Max have additionally coordinated with members of Snap’s Lens Community from round the world to construct customized Landmarker AR experiences of their native markets. That is the first partnership to pair a model with a various group of Lens Creators at a world scale.”

House of the Dragon Snap Lens

In what may very well be a brand new consideration for large-scale launches, and even for smaller manufacturers seeking to collaborate with a variety of creators in several areas, Snap has facilitated a brand new, world partnership, with varied Lens makers, to allow new varieties of localized engagement with these Lens activations. 

“To be able to execute the marketing campaign, HBO Max offered the Lens Creators with AR belongings for every dragon to construct the new Landmarker Lenses. Every Lens Creator personally chosen the location for their particular person Landmarker Lens, bringing a strong native aspect to this world marketing campaign.”

The Lenses might be obtainable at the following areas as soon as the present begins:

  • Los Angeles – Venice Seashore Grand Canals, constructed by Francis Chen
  • Rio De Janeiro – Princess Isabel Statue, constructed by Vitulo & Co
  • London – Tower Bridge, constructed by Clara Bacou
  • Chennai – Sankagiri Fort, constructed by RBKavin Studio
  • Mumbai – CST Station (IE Chhatrapati Shivaji Maharaj Terminus), constructed by Mohnish Raut and Persica Picardo
  • Prague – Charles Bridge, constructed by Inna Horobchuk

What’s extra, the activations will evolve all through the season, with new dragons that seem in the present additionally turning into obtainable in these shows.

It’s an attention-grabbing enlargement on the typical Lens marketing campaign strategy, with the extra localized strategy probably serving to to enhance engagement, and get much more Snap customers engaged in the present.

Which, as famous, may very well be a tough promote – however then once more, if the present is definitely good, that would assist to clean away a minimum of some of the dangerous style left in followers’ mouths after the horrible Recreation of Thrones season finale.

And from a digital advertising and marketing perspective, it may spotlight a brand new method to work with Snap’s rising community of creators to construct extra inclusive, regionally related, participating experiences.

Greater than 250,000 Lens Creators have already constructed over 2.5 million Lenses by means of Snap’s ‘Lens Studio’ AR creation instrument. That’s quite a bit of potential for broader integrations through Snap campaigns.



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