For the past six seasons of Game of Thrones, the worldwide fan community has been told, “Winter is coming.” To promote Season 7 and foreshadow the imminent threat of the Night King descending on Westeros, HBO celebrated the end of a long wait and let fans know that “Winter is here” with the interactive White Walker Snapchat lens on premiere day.
Using their selfie lens, fans adopted the look of the infamous creatures, complete with trademark ice blue eyes and frosty breath. The world lens capability was also leveraged, revealing the Night King’s army and activating an interactive "tap to shoot" experience that put weaponized dragonglass in the hands of users.
The lens ran on Snapchat in 16 countries on Sunday, July 16, 2017, the day of the Season 7 premiere. Millions of the show’s fans, along with cast members Kit Harington (Jon Snow), Sophie Turner (Sansa Stark) and Nikolaj Coster-Waldau (Jaime Lannister), took part in the undead action on the app, producing a record number of impressions on Snapchat for a TV show-sponsored lens. The average user played with the Game of Thrones lens for 23 seconds (beating the 15-second average for a sponsored lens). All told, over 45 million fans transformed into White Walkers; users played with the lens for a total of 17.8 years, providing that indeed, winter had arrived.