Ideas & Insights
Snapchat and HBO Bring Game of Thrones to Life at SXSW

The annual SXSW festival in Austin brings together the best in the arts from various media, including music, TV, and film.

There are few finales as anticipated as that of "Game of Thrones", which will come to an end for HBO in the coming months with anticipation already building for the return of the show on April 14, 2019, in the U.S. To continue the buzz around the world's biggest TV show, HBO has been developing a number of brand partnerships including a continuation of the partnership with Snapchat.

In the past, Snapchat has developed various augmented reality options usually using its AR Marker Tool to bring images to life. The development of the partnership with Snapchat has given HBO the opportunity to bring its marketing for "GoT" to life on many levels at SXSW. The City of Austin has been submerged in "Game of Thrones" marketing materials including a series of posters and banners close to its short-term home in a warehouse within the Texan city. Snapchat users attending the Austin festival have been given the opportunity to scan the numerous banners of pivotal characters to see them drip with blood on their phone screen.

The theme of "Game of Thrones" season eight is "Bleed for the Throne" which Snapchat has taken literally with their augmented reality tools. Snapchat and HBO have come together to create more than simply the augmented reality of the marketing tools including an innovative live experience where attendees are immersed in the world created by George R.R. Martin. Taking place in an abandoned warehouse in Austin, Texas, the "Game of Thrones" live experience places visitors in the footsteps of their favorite characters in some of the most iconic scenes from the show through its various seasons.

The character of Jon Snow has been at the heart of "Game of Thrones" throughout its history and looks set to continue to do so as the show moves towards its finale. The character underwent one of the most iconic moments in the show's history when Jon Snow was assassinated by members of the Night's Watch. Visitors to the live experience have the opportunity to step into the shoes of Jon Snow using the augmented reality of Snapchat to reenact the death of "Game of Thrones" most famous character.

A popular option for those attending the "Game of Thrones" live experience has been to follow in the footsteps of Cersei Lannister as she took her infamous walk of shame. Stepping through a string door decoration with the face of Septa Unella shouting "shame" at all those who enter.

The "Game of Thrones" experience in Auston combines video screens, music, augmented reality, and live actors to create one of the best reviewed experiences at the SXSW Festival. Partnering with Snapchat is not a new experience for HBO, the creators of "Game of Thrones", and fans who found themselves enjoying the winter-themed filters produced by the messaging app prior to the launch of season seven. The final season of "Game of Thrones" comes as fans of the books are still waiting for the latest installment of the epic fantasy series of books by George R.R. Martin. Few clues are given about the fate of the "Iron Throne" but the 27-minute ceremony performed by a choir and an actress playing the "Red Priestess" Melissandre has become the talk of the SXSW Festival.

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