Snapchat and HBO Max partner for Harry Potter digital activations

Snapchat is partnering with HBO Max to launch a series of augmented reality (AR) and digital activations centered on the wizarding world. These features are designed to promote the upcoming HBO Original series, ‘Harry Potter and the Philosopher’s Stone’, which is scheduled to premiere on HBO Max this December.

The collaboration includes the rollout of 12 AR Lenses, themed chat wallpapers, and Bitmoji fashion items that allow users to dress their avatars in Hogwarts-inspired costumes. Snapchat is also introducing custom app icons to increase engagement.

To bridge the digital and physical worlds, Snapchat will host fan events across the United States and the United Kingdom. These events will feature ‘Snap Mirrors’, allowing attendees to virtually try on wizarding world clothing and accessories associated with their Hogwarts House.