OUTFRONT Media and Snapchat Unite for Groundbreaking AR Experience in Times Square

On June 18, 2026, OUTFRONT Media Inc., a prominent player in the out-of-home advertising sector in the U.S., announced a revolutionary partnership with Snapchat to launch an innovative augmented reality (AR) experience named "Crowd Created." This interactive spectacle marks a significant milestone in the fusion of digital and real-world marketing, celebrated in the heart of Times Square, New York City.

The inaugural event of "Crowd Created" coincides with the much-anticipated Season 3 premiere of HBO Max's acclaimed series, *House of the Dragon*, set to debut on June 21. With HBO Max as the launch partner, the experience aims to captivate fans and enhance engagement through interactive technology.

Powered by OUTFRONT's innovation arm, XLabs, and Snap Inc.'s advanced AR capabilities, "Crowd Created" offers a unique opportunity for visitors to immerse themselves in the world of *House of the Dragon*. From 3 PM to 7 PM on June 18, attendees can utilize a bespoke four-sided AR Mirror to engage with custom *House of the Dragon* AR Lenses. Participants can see themselves adorned with Queen Rhaenyra Targaryen's crown, projecting their AR experiences onto the iconic Duffy Duo billboards—two of the most recognizable digital displays in Times Square.

This partnership not only highlights the intersection of technology and advertising but also redefines how brands interact with consumers. OUTFRONT's Chief Marketing and Experience Officer, Stacy Minero, expressed enthusiasm about the event, stating, "With Crowd Created, Snapchat and OUTFRONT have transformed the streets of New York into Westeros - dragons and all." The initiative exemplifies how innovative technology can transform ordinary interactions into memorable cultural experiences.

Snap Inc.’s Head of Media and Entertainment, Laurel Duquette, echoed this sentiment, emphasizing the power of AR in engaging audiences and allowing them to become part of the narrative. Mark Doumet, Vice President of Originals Marketing at HBO, added that the activation encourages participatory fandom, allowing fans to visualize themselves within the beloved worlds they cherish.

The "Crowd Created" event is part of a broader two-week promotional campaign across OUTFRONT's New York City ad network, aimed at generating buzz for the upcoming *House of the Dragon* season. This multi-faceted marketing strategy includes a special screening event in Santa Monica that invites Snapchat creators to preview the new season ahead of its official release.

With approximately 956 million monthly active users and nearly 2 trillion Snaps created in 2025, Snapchat is a significant platform for entertainment marketing. Research from Samba TV indicates that exposure to Snapchat campaigns has led to a substantial 91% lift in theatrical ticket sales and an 84% increase in viewership for TV shows, movies, and sporting events. Furthermore, studies show that 73% of daily Snapchat users have been influenced to attend theatrical releases after encountering advertisements on the app.

The "Crowd Created" activation represents not just a leap in marketing innovation but also a cultural moment that unites technology, storytelling, and audience engagement. As OUTFRONT Media continues to evolve its approach to advertising, this partnership with Snapchat sets a new standard for how brands can connect with consumers in immersive and interactive ways. With the Season 3 premiere of *House of the Dragon* just around the corner, the excitement surrounding this campaign is palpable, paving the way for future collaborations that embrace the potential of augmented reality in advertising.