×

‘Game of Thrones’ Snapchat Selfie Lens Reached 45 Million People

To promote “Game of Thrones” season 7 — as if it needed any more hype — HBO bought a sponsored selfie lens on Snapchat that let fans turn themselves into a dead-eyed, ice-breathing White Walker.

Millions of the show’s fans, along with cast members Kit Harrington, Sophie Turner and Nikolaj Coster-Waldau, took part in the undead action on the app, producing a record number of impressions on Snapchat for a TV show-sponsored lens.

Over the course of about a week, the “Game of Thrones” lens got over 122 million total impressions, with more than 45 million individual users posting or viewing the sponsored selfies. The overall record-holder for sponsored Snapchat lenses remains Taco Bell’s campaign for Cinco de Mayo 2016 that let users turn themselves into a Crunchy Taco Supreme, which generated 224 million views.

According to Snap, the average user played with the “Game of Thrones” lens for 23 seconds (beating the 15-second average for a sponsored lens). Meanwhile, those who unlocked the lens via Snapcode played with it for an average of 127 seconds — a record for engagement on Snapchat sponsored lenses.

The “Game of Thrones” lens ran on Snapchat in 16 countries on Sunday, July 16, the day of the season 7 premiere. For one week prior, the selfie lenses could be unlocked by fans via a Snapcode that HBO promoted on social accounts, including in posts featuring cast members mugging for the White Walker lens.

It’s not clear how much the Snapchat promo really helped HBO bring in new viewers or subscribers, given that mania for “Game of Thrones” has been at an all-time high. The season 7 premiere was the most-watched season premiere for any HBO original series to date, and captured the highest number of concurrent viewers across streaming services HBO Go and HBO Now.

In any case, Snap has been steadily landing deals with media and entertainment companies eager to reach Snapchat’s younger-skewing user base. The messaging and media app reaches 41% of all adults 18-34 in the U.S., according to Nielsen research commissioned by Snap.

In the first quarter of 2017, Snap said Snapchat had an average of 166 million daily active users, as the company fell short of revenue expectations. On a daily basis, Snapchatters watch over 10 billion videos, according to the company.

More Digital

  • Google Stadia is a Net Neutrality

    Google Stadia is a Net Neutrality Nightmare

    At the Game Developers Conference (GDC) this year, Google announced that it has taken up the long and ever-lengthening dream of the video game streaming service. Meant to replace the hefty, pricey, altogether confounding experience of buying and using various gaming hardware, Google Stadia will run video games on Google’s own hardware in a server [...]

  • crunchyroll logo

    Crunchyroll Raises Subscription Price to $7.99

    AT&T-owned anime subscription video service Crunchyroll is raising its monthly subscription price from $6.95 to $7.99 a month, it announced in an email to members Friday. It’s the service’s first price increase ever, according to a spokesperson. The new pricing will go into effect on May 1 for new subscribers, while existing members will see [...]

  • StyleHaul

    StyleHaul Shuts Down U.S. Operations, Lays Off About 65 Employees

    The axe is falling on StyleHaul: The fashion, beauty and lifestyle digital media and marketing company owned by RTL Group is shuttering U.S. operations, resulting the layoff of around 65 employees. StyleHaul offices in L.A., with about 55 employees, and in New York City, with around 10 staffers, are closing. RTL said StyleHaul’s U.K. operations, [...]

  • Bandsintown Platform Acquires Hypebot, MusicThinkTank

    Bandsintown Platform Acquires Hypebot, MusicThinkTank

    Bandsintown, a leading platform for letting music fans know about upcoming concerts by their favorite artists, has acquired Hypebot, a news site publishing stories about the music industry and technology, and its sister site MusicThinkTank. “I’m proud to share that Hypebot and MusicThinkTank have been acquired by Bandsintown,” wrote Bruce Houghton, the founder of the [...]

  • Vertigo Games Believes ‘Location-Based Virtual Reality’

    Vertigo Games Believes ‘Location-Based Virtual Reality’ Is Future of VR

    As virtual reality becomes more and more available, many developers are looking for new frontiers to expand the experiences offered by the tech. For Netherlands-based Vertigo Games, that next frontier is what they call “location-based virtual reality.” It’s essentially high-quality VR experiences where players aren’t tethered to a PC or even to the confines of [...]

  • GDC 2019: Google's Play For Gaming

    GDC 2019: Google's Play for Gaming Ubiquity, Rise of Ray Tracing, Store Wars

    The Game Developers Conference finished up Friday evening, wrapping one of the most exciting GDCs in recent memory with Google’s splashy entrance into AAA video gaming, the emergence of real-time ray tracing as a compelling technology for film, TV, and games, and the growing war between two global estore powerhouses: Valve’s Steam and the Epic [...]

More From Our Brands

Access exclusive content