Overview
- The Times Square activation ran Thursday and let visitors step into a full-body, four-sided Snapchat AR Mirror that placed AR effects on them and then projected those images live to OUTFRONT’s Duffy Duo billboards.
- HBO Max served as the launch partner for the format, which is part of a wider marketing push that includes a two-week OUTFRONT NYC network campaign and a Santa Monica screening for Snapchat creators ahead of the June 21 Season 3 premiere.
- The experience is powered by Snap’s AR technology and OUTFRONT XLabs’ XTend tooling to link in-person interactions to large-format digital displays and extend the campaign across screens.
- Partners cited Snapchat reach metrics and third-party analyses to justify the format’s expected impact, with Snap noting global monthly users and PR materials referencing Samba TV and Omnicom/Ipsos findings about tune-in and ticketing lifts after Snapchat exposure.
- The activation reflects a broader shift toward IRL-plus-AR campaigns that let fans personalize and share experiences in high-footfall public spaces, a tactic designed to increase social amplification and measurable marketing outcomes for entertainment releases.