Snapchat Tests Large-Scale AR Ad in Times Square

Snapchat has launched an interactive AR advertising experience in New York City’s Times Square to promote HBO Max’s “House of the Dragon.” The activation, which began on June 18, allows passersby to insert themselves into fictional scenes via an AR booth and project their images onto large video billboards.

The format, called Crowd Created AR, uses a four-sided AR Mirror for the first time. It enables real-time participation in a battle scene from the show. The activation aims to drive awareness for both Snapchat’s AR capabilities and the partner campaign.

Snapchat has previously used AR in sporting events and in-store promotions, but this is its first major outdoor, high-traffic implementation. Such experiences could expand sponsored ad opportunities and demonstrate the platform’s interactive tools to brands.

The launch comes as Snapchat faces challenges including lower-than-expected Q1 2026 revenue and declining usage in key markets. The company is investing heavily in AI and AR development, including new glasses, while seeking additional revenue streams. Snapchat’s approach positions it as a provider of AR technology beyond its core app, as well as leaning heavily on the filters that have been a famous part of the platform since its early days.