OUTFRONT and Snapchat Launch AR-Powered House of the Dragon Experience in Times Square
Event summary
- OUTFRONT Media and Snapchat launched 'Crowd Created,' an AR experience in Times Square on June 18, 2026, featuring a four-sided AR Mirror and live projections onto Duffy Duo billboards.
- HBO Max is the launch partner, promoting the Season 3 premiere of House of the Dragon on June 21, 2026.
- The activation combines Snapchat's AR technology with OUTFRONT XLabs' XTend offering to create an immersive, shareable experience for visitors.
- The event is supported by a two-week campaign across OUTFRONT's NYC ad network and part of a larger multi-faceted campaign for House of the Dragon.
The big picture
This partnership leverages the strengths of both OUTFRONT's out-of-home media expertise and Snapchat's AR technology to create a novel advertising format. It reflects the growing trend of blending digital and physical experiences to capture audience attention in high-traffic urban environments. The collaboration also underscores the importance of entertainment marketing in driving engagement and social sharing, particularly among younger demographics.
What we're watching
- AR Adoption
- How the success of this AR experience will influence future collaborations between OUTFRONT and Snapchat, and whether it sets a new standard for immersive advertising.
- Brand Engagement
- The impact of this activation on HBO Max's ability to drive tune-in for House of the Dragon Season 3, and whether it translates into higher viewership.
- Market Differentiation
- The pace at which OUTFRONT can replicate this model with other brands and content partners, and whether it can sustain a competitive edge in the out-of-home media space.
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