Sadly, we aren’t able to experience dragons in real life, but we can experience them via Snapchat. HBO is launching its first branded Snapchat augmented reality (AR) lens for Game of Thrones, which sees Viserion, who’s been turned into the Night King’s undead flying mount, land lightly atop New York City’s Flatiron Building.
The promo uses Snapchat’s new Landmarker lens, which geolocates AR effects on to famous sites. Snapchatters can then insert themselves into the scene.
The lens will be available for users in NYC starting Sunday, in accordance with the premiere of the eighth and final season of HBO’s epic fantasy drama, and through the week. To use the lens, users must be near the Flatiron building.
But for those not in New York, HBO is offering similar lenses in other cities around the world. Other locations available are London’s Buckingham Palace, Washington D.C.’s Capitol Building, Paris’ Eiffel Tower and L.A.’s Chinese Theater and more are expected to follow.
Snapchat announced the Landmarker lenses earlier this month at the company’s first partner summit. Partners can use Snapchat’s software to build their own AR lenses.
The Snapchat lens is just one more of many activations HBO has launched in advance of season eight.
Among them are its “Bleed for the Throne” event at SXSW, which had fans queuing up to donate blood and then check out HBO’s Game of Thrones’ event in Austin.
RELATED: From Giving Blood to Roller-Skating, TV Brands Take on SXSW
HBO also partnered with creative agency Elastic and Oreo to recreate the show’s famed open entirely in Oreos ahead of the release of limited-edition cookies embossed with the sigils of Westeros’ most powerful houses, including the Starks’ dire wolf and the Targaryens’ dragon.
Bud Light made the most out of the show’s return, putting its own mascot, the Bud Light Knight, in mortal peril. The knight was downed during the Super Bowl, but resurrected — a la Jon Snow — during the Final Four.
RELATED: Not to Worry, the Bud Light Knight is Alright
Game of Thrones returns for its eighth and final season on Sunday, April 14 on HBO.
READ MORE: Variety
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