Snapchat and HBO are using augmented reality to enhance the Game of Thrones experience at this year’s SXSW.
At the castle and battle-training area created in Austin, Texas, to promote the upcoming season of the Game of Thrones, Snapchat worked with HBO to create several AR components that added a digital layer to the real-life experience.
Using Snapchat’s AR marker tech—a tool that connects the digital AR technology in a phone to real-world objects—massive banners outside featuring various characters became digitally splattered with blood when scanned with the lens on the app’s camera.
With another lens, a map outside a tent within the training grounds came to life with fire. Additionally, each visitor got a pin, and when they scanned it with Snapchat, it digitally caught fire and sparkled.
This isn’t the first time a brand has used Snap’s AR marker tech tool. The company also worked with Foot Locker and Nike last month to make LeBron James pop out of a wall in stores.
In addition to the HBO integration, Snap has a larger presence of its own this year at the annual digital media festival, taking over a bar in downtown Austin for three days of panels and other events.