HBO · 2022
House of the Dragon WebAR
Point your phone and a dragon lands in the room — no app required.
16+ min
avg. first-time session
49%
sweepstakes conversion
4.5×
more unique visitors to POS site
88%
engagement on the AR Dragon
The 'Return to Westeros' throne-room WebAR with a sweepstakes tie-in, plus a 3-in-1 AR Dragon that shipped to retail standees, digital displays, and posters from a single codebase. Everything runs in the mobile browser — camera, 3D dragon, streamed video — with no app install between the fan and the moment. The campaign numbers TVGla reported to HBO Max: first-time visitors spent 16+ minutes inside, and nearly half entered the sweepstakes.
- 16+ min average session for first-time visitors
- 49% sweepstakes conversion · 4.5× more unique visitors to the POS site
- 88% engagement rate on the 3-in-1 AR Dragon
