To promote the final season of Game of Thrones and the release of the Magic Leap wearable, Magic Leap, HBO, and AT&T are partnering to provide “The Dead Must Die: A Magic Leap Encounter”, an augmented reality (AR) experience that lets audiences confront the antagonists of the popular HBO series at select AT&T stores this spring.
“Winter has come to Westeros and visitors to these AT&T stores will have the opportunity to vanquish the Army of the Dead in “The Dead Must Die: A Magic Leap Encounter,” said Magic Leap in a blog post. “The collaboration between Magic Leap and HBO brings people into a confrontation with the wights and a standoff with a White Walker. There’s no edge of your screen to protect you. It’s scary to see a White Walker, but it’s much scarier when it sees you.”
The experience lands in Boston (April 1), Chicago (April 3), and San Francisco (April 6), and will run through June 10. The experience will also be available in AT&T stores in Los Angeles and Dallas later in April. With the lower barriers to entry that AR provides, multimedia cross-promotional events leveraging the medium are starting to become more common – something that Warner Bros. and Snapchat experienced with their Shazam! voice-activated AR lens.
