Snapchat announced multiple Harry Potter-themed activations in the app as part of an expanded promotion for the new HBO series airing later this year. HBO is making a big push on Snapchat as it tries to engage younger audiences for the next iteration of the franchise. It's a useful case in IP promotion timing.
Snapchat is rolling out 12 AR Lenses built around different elements of the story, giving users a way to engage with Harry Potter concepts while promoting the show inside the app.
Themed chat wallpapers and Bitmoji fashion items are also being added, so users can dress their digital selves in wizard robes and costumes.
There are custom Harry Potter-style app icons too — a way to reach fans before they even open the app.
Snapchat is hosting real-life activations as well. As the company put it: "Snapchat is bringing the magic IRL with fan events across the U.S. and U.K., featuring Snap Mirrors that let fans try on wizarding world clothing and accessories inspired by their Hogwarts House."
The timing is the interesting part. The new Harry Potter series doesn't air on HBO Max until Christmas. This activation starts months ahead to build hype, and could be the start of a steady seeding process to build interest and maximize engagement in the show.
By getting in now, HBO may also be aiming to link into Halloween costume trends — an expanded promotion that reignites older fans while introducing new ones to the content.
The common mistake in IP promotion is concentrating budget at release. Maximum exposure on premiere day generates same-day conversation, but the decision to watch has usually already been made.
Snapchat's setup demonstrates two things. First, pick formats where participation is the promotion. Lenses and Bitmoji outfits are things users wear and share themselves, so exposure grows without additional media spend. Second, find a seasonal event to bridge the gap. Halloween sits between a September start and a December premiere, and costumes map naturally onto this IP.
The pairing of in-app lenses with offline events is worth noting too — closing an online loop with a physical gathering, the same structure as Hoka finishing a running challenge with a block party. Snapchat's Harry Potter activations are available in the app beginning Sept. 1, with more rolling out over the coming months.
12 AR Lenses, themed chat wallpapers, Bitmoji fashion items, custom app icons, and Snap Mirror fan events across the U.S. and U.K.
To seed anticipation and to bridge into Halloween costume trends between September and the December air date. Viewing decisions are typically made before release day.
Lenses and Bitmoji outfits are things users wear and share themselves, so exposure compounds without extra media spend.
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