After leaning on augmented reality for its outdoor advertising, HBO has recalled augmented reality via Snapchat to promote its series Watchmen .
On Thursday, the Snapchat app for iOS and Android showed an AR Lens sponsored by HBO that turns users into two of the characters.
The lens uses the sweep mechanism that Snapchat has used for promotions for Terminator: Dark Fate and World of Warcraft to switch between AR masks. Swipe to the left to become masked detective Angela Abar. Swipe to the right to become the Looking Glass character.
In addition, the AR camera effect uses background segmentation to fully immerse users in the experience, and adds the ominous sound of a ticking clock and rhythm which evokes the mysterious tension and atmosphere of the HBO series.  The last time HBO put this much augmented reality marketing effort in a series was for the final season of Game of Thrones that a Snapchat installation on SXSW benefited a broader round of Snapchat AR experiences prior to its premiere, and a Magic Leap app.
Could the premium cable network have a Magic Leap experience for Watchmen ? That would be pure speculation, but for a trait that has more than the fair share of fan theories, another can't hurt, right?
Anyway, fans of pop culture can expect to continue seeing AR promotions from HBO, and Snapchat clearly has an inside track for delivering those experiences to viewers.