Snapchat announced multiple Harry Potter-themed activations in the app as part of an expanded promotion for the new HBO series airing later this year.
HBO is making a big push on Harry Potter content in Snapchat as the broadcaster tries to engage with younger audiences for the next iteration of the popular fantasy franchise.
First, Snapchat is rolling out 12 AR Lenses built around different elements of the story. These will provide users with a way to engage with Harry Potter-related concepts and promote the show in the app.
Snapchat is also adding themed chat wallpapers and Bitmoji fashion items, so app users can dress their digital selves up in wizard robes and costumes.
Snapchat is also hosting real-life activations to expand the promotion.
As per Snapchat: “Snapchat is bringing the magic IRL with fan events across the U.S. and U.K., featuring Snap Mirrors that let fans try on wizarding world clothing and accessories inspired by their Hogwarts House.”
Finally, Snapchat is offering custom Harry Potter-style app icons as another way to engage fans even before they open the app.
It’s an interesting promotional push, particularly considering that the new Harry Potter series doesn’t air on HBO Max until Christmas. This activation is starting months ahead of time in order to build hype, and it could be the start of a steady seeding process to build interest and maximize engagement in the show.
Maybe, by getting in now, HBO is hoping to link into Halloween costume trends as well, as sort of an expanded promotion which both reignites the interest of older fans and introduces new ones to the content.
Either way, Snapchat’s new Harry Potter activations are available beginning Sept. 1 in the app, with more to roll out over the coming months.
