How to Train you Dragon - AI OOH Campaign

‍An AI-Powered Brand Activation for DreamWorks’ How to Train Your Dragon

Partners: Allied Global Marketing x Snapmatic AI
Client: NBCUniversal / DreamWorks
Region: Southeast Asia (India, Singapore, Vietnam, Indonesia, Thailand) + Belgium
Launch: June 2025

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In the lead-up to the highly anticipated live-action release of How to Train Your Dragon, NBCUniversal and DreamWorks teamed up with Allied Global Marketing who engaged Snapmatic AI to create a cutting-edge AI photo booth brand activation across Southeast Asia. The goal: ignite fan excitement, drive theatrical attendance, and transport audiences straight into the Viking world of Berk - powered by our AI platform.

The Experience

At the heart of the activation was an AI-driven photo experience built using Snapmatic AI’s custom image generation platform. Using actual costume references from the film and image of toothless, Snapmatic AI developed a series of immersive character transformations, allowing users to visualize themselves as if they were part of the How to Train Your Dragon universe.

Participants simply posed for a photo - no green screens or downloads required - and within moments, received a cinematic portrait of themselves styled in the fantasy world of dragons and Vikings.

Each output was optimized for social sharing, complete with film-themed overlays and branding. Live Gallery URLs allowed guests to instantly access and share their images, while live printing stations in specific markets brought a physical keepsake into their hands.

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Design & Development

Snapmatic and Allied Global Marketing collaborated closely to ensure the activation was not only technically sound but also fully aligned with DreamWorks’ creative vision. This included:

• AI photo op development with smart background and costume integration
• User interface and experience design tailored to local audiences
• Thematic branding and copywriting inspired by the film
• Optimized delivery pipelines for high-volume, concurrent use in multiple countries

Built for scale, the platform supported simultaneous activations across five key Southeast Asian markets: India, Singapore, Vietnam, Indonesia, Thailand + Belgium.

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This was a first of it's kind - a user-generated content, multi-market cinematic engagement engine. Snapmatic's AI’s platform was deployed to handle high-volume usage in real time.