In this year of virtual and remote operation, it makes even more sense now that Hollywood relies heavily on augmented reality. In this case, it’s HBO using AR to promote its acclaimed original programming.
After developing a series of AR experiences through Snapchat for Season 1 of Are dark materialsHBO approached Yahoo to create a web-based AR campaign for the show’s second season.
The web-based AR experience is fairly straightforward. Scan the QR code below (or just click this link from your mobile browser) to access the experience, which puts the virtual snow leopard Stelmaria, the daemon form of Lord Asriel Belacqua, into the language of the source material.
After placing the big cat in your physical environment, you can take a picture of the daemon to share with others. Additionally, tapping the “download” button will take you to the show’s official page for HBO Max.
For iPhone users, HBO’s My Daemon app provides a more robust AR experience. There you can choose from a variety of pet animals, which you can view and use in AR and customize based on your personality. The app follows Tamagotchi-style gameplay, in which you educate and nurture your companion through physical activity and real-life quests.
HBO has a long track record of using AR to promote its content, with Guards, Game of Thrones, and Westworld also received the AR treatment.
So far, HBO has not committed to any particular platform or content partner, although the media company has relied on Snapchat more often than not.