OUTFRONT and Snapchat launch AR ad format in Times Square

Called Crowd Created, the activation enables visitors to appear live on Times Square billboards through an augmented reality experience

OUTFRONT Media and Snapchat have introduced a new advertising format that combines augmented reality with digital out-of-home media, debuting in New York’s Times Square with a campaign promoting the third season of House of the Dragon.

Called Crowd Created, the activation enables visitors to appear live on Times Square billboards through an augmented reality experience powered by Snapchat technology and OUTFRONT's XLabs innovation division.

Interactive experience brings fans into Westeros

The launch campaign, created in partnership with HBO Max, invites visitors to interact with a four-sided Snapchat AR Mirror installed in Times Square. Participants can use custom House of the Dragon lenses that digitally place them in the world of the series, including virtually wearing Queen Rhaenyra Targaryen’s crown.

Users who opt in can then see their augmented reality experience displayed live on OUTFRONT’s Duffy Duo billboards, among the most prominent digital advertising screens in Times Square.

New format combines AR and out-of-home media

The initiative combines Snapchat’s augmented reality capabilities with OUTFRONT XLabs’ XTend technology, which integrates AR experiences into out-of-home advertising campaigns.

The companies describe the format as a way to transform traditional outdoor advertising into interactive experiences that encourage audience participation and content sharing.

With approximately 400,000 people passing through Times Square each day, the activation is designed to create both physical and social media engagement around major entertainment releases.

Brands seek deeper audience participation

Stacy Minero, Chief Marketing and Experience Officer at OUTFRONT Media: "With Crowd Created, Snapchat and OUTFRONT have transformed the streets of New York into Westeros - dragons and all. By combining Snapchat's industry-leading AR technology, HBO Max's award-winning IP, and OUTFRONT's premium IRL media canvases, this campaign demonstrates how innovation can turn real-world environments into immersive experiences that people don't just see - they step into."

The collaboration reflects a broader trend toward experiential advertising that blends digital technology with physical environments.

Entertainment marketing through AR

Laurel Duquette, Head of Media and Entertainment, Snap Inc.: "AR is one of the most powerful ways Snapchatters engage with the world around them, and it's amazing to be able to bring that technology to Times Square. We're thrilled to work with HBO Max and OUTFRONT and bring Westeros to life in a way that lets fans see themselves at the center of the story and on one of the world's most iconic canvases."

Mark Doumet, Vice President, Originals Marketing, HBO and HBO Max: "At its best, fandom is participatory — and we're always looking to create moments that let fans see themselves in the worlds they love. Through this partnership with Snapchat and Outfront, we're harnessing innovative technology to bring fans inside the world of House of the Dragon, transforming a simple interaction into a larger-than-life moment."

Campaign supports season launch

The activation is supported by a two-week promotional campaign across OUTFRONT's New York advertising network ahead of the June 21 premiere of House of the Dragon Season 3 on HBO Max.

The Times Square experience forms part of a wider marketing campaign for the series, which also includes a screening event in Santa Monica for Snapchat creators.

The initiative highlights the growing role of augmented reality in entertainment marketing as brands seek personalised and shareable experiences that encourage audience participation both online and offline.

www.outfront.com

www.snap.com

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