Snapchat and HBO Use AR at Game of Thrones SXSW Experience

To promote the new season

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.

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