Snapchat and OUTFRONT Media Unveil Unique Live AR Experience in Times Square

The Launch of 'Crowd Created' in Times Square

On June 18, 2026, a groundbreaking partnership between Snapchat and OUTFRONT Media marked a significant milestone in interactive marketing. This collaboration resulted in the debut of 'Crowd Created,' a live augmented reality (AR) experience that transformed the iconic Times Square into a vibrant representation of HBO's hit series, 'House of the Dragon,' ahead of its highly anticipated third season premiere on June 21.

An Immersive Experience

This innovative campaign was powered by OUTFRONT XLabs, the company's innovation division, and Snap Inc., utilizing cutting-edge technology to merge in-real-life (IRL) experiences with augmented reality. The event featured a first-of-its-kind, four-sided AR mirror that allowed visitors to seamlessly interact with custom-designed AR lenses based on the beloved series.

From 3 PM to 7 PM on launch day, participants in Times Square could stand in front of the full-body AR mirror and opt to virtually wear Queen Rhaenyra Targaryen's crown, effectively placing themselves within the realm of Westeros. This interactive feature enabled attendees to see their augmented selves displayed live on one of the renowned Duffy Duo billboards, representing some of the most significant digital advertising space globally.

Stacy Minero, OUTFRONT's Chief Marketing and Experience Officer, praised the collaboration: "With 'Crowd Created,' Snapchat and OUTFRONT have transformed the streets of New York into Westeros - dragons and all. By combining Snapchat's advanced AR technology, HBO Max's award-winning title, and OUTFRONT's premium media canvases, we exemplify how innovation can convert real-world settings into immersive moments."

Elevating Brand Engagement

This initiative is a game-changer for brands looking to launch major titles and engage audiences in novel ways. Each day, Times Square sees around 400,000 visitors, making it one of the busiest pedestrian areas globally. The 'Crowd Created' experience allowed fans to not only witness the campaign but actively participate in sharing the cultural moment, thus amplifying brand messages beyond traditional advertising methods.

Laurel Duquette, Head of Media and Entertainment at Snap Inc., emphasized the unique opportunity presented by this experience, stating, "AR is a powerful way for Snapchatters to engage with their surroundings, and it's incredible to see that technology come to life in Times Square. Collaborating with HBO Max and OUTFRONT brings the world of 'House of the Dragon' to fans, placing them in the center of the story."

Fostering Fan Engagement

Mark Doumet, HBO's Vice President of Originals Marketing, highlighted the essence of fandom embedded in this experience. He remarked, "At its best, fandom is participatory. Through our partnership, we are creating moments that let fans immerse themselves in the worlds they cherish. This is about transforming everyday interactions into extraordinary experiences."

The launch event was supported by a two-week advertising campaign across OUTFRONT's network in New York City, accelerating excitement for the upcoming season of 'House of the Dragon.' Such initiatives are part of a broader strategy aimed at not only promoting the series but also fostering a deeper connection between fans and the narratives they love.

The Significance of Snapchat in Entertainment Marketing

With Snapchat boasting over 956 million active users and millions of Snaps created each day, it has become an invaluable platform for entertainment marketing. Reports from Samba TV suggest that exposure to campaigns on Snapchat has significantly increased audience engagement, with a notable lift in ticket sales and viewership for shows and events.

Research by Omnicom Media and Ipsos demonstrates the influence of ads seen on Snapchat, with a substantial percentage of daily users indicating they were prompted to watch films or shows after they were advertised on the platform. As the demand for personalized and shareable brand experiences rises among consumers, particularly among Gen Z, campaigns like 'Crowd Created' underscore the evolution of marketing strategies to meet these expectations.

About OUTFRONT Media

OUTFRONT Media stands as one of the foremost out-of-home media companies in the United States, dedicated to helping brands connect with audiences through impactful advertising. Their approach reflects a commitment to redefining IRL marketing, making creative expressions accessible in public spaces across the country. With an expansive portfolio of billboards, digital displays, and transit media, OUTFRONT delivers remarkable storytelling supported by advanced technological solutions for measurable results.

As the boundaries of marketing continue to expand with innovative technologies, the collaboration between Snapchat and OUTFRONT Media in launching 'Crowd Created' sets a benchmark for future interactive experiences that captivate audiences and redefine how brands engage fans in a bustling world.