The activation, which runs today from 3 p.m. to 7 p.m. in New York City, allows visitors to interact with custom AR lenses. Participants can virtually don Queen Rhaenyra Targaryen’s crown before seeing their likenesses broadcast on the iconic Duffy Duo billboards. The project serves as the primary launch event for the third season of the HBO original series, which premieres on June 21.
Snapchat and OUTFRONT Turn Times Square Into Westeros
A four-sided AR mirror in Times Square is inviting pedestrians to step into the world of House of the Dragon, marking the debut of "Crowd Created," a new interactive advertising format from Snapchat and OUTFRONT Media that projects fans directly onto massive digital billboards.
Developed by OUTFRONT’s XLabs and Snap Inc., the technology merges in-real-life physical presence with augmented reality. By leveraging the heavy foot traffic of Times Square, the companies aim to convert passive observers into active participants. According to Stacy Minero, chief marketing and experience officer at OUTFRONT, the initiative is designed to turn urban environments into immersive stages. This campaign is supported by a broader two-week promotional push across New York, reflecting a growing industry trend where brands prioritize personalized, shareable content to engage Gen Z audiences.
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