The hype for HBO's Game of Thrones reached proportions as epic as the series itself this week with the latest release of the final season's official trailer, but it's a Snapchat promotion that will truly make fans at SXSW bend the knee.
Using what Snapchat calls AR Marker Tech Lenses, HBO has installed a multi-room immersive experience at the festival called "Bleed for the Throne." While interacting with the experience, attendees find four AR experiences that are unlocked by images dispersed throughout the space.