Case Study: AI-Powered Brand Activation for DreamWorks’ How to Train Your Dragon
Partners: Allied Global Marketing x Snapmatix (formerly Snapmatic AI in the UK)
Client: NBCUniversal / DreamWorks
Region: Southeast Asia (India, Singapore, Vietnam, Indonesia, Thailand) and Belgium
Launch: June 2025
The Challenge
In the lead-up to the highly anticipated live-action release of How to Train Your Dragon, NBCUniversal and DreamWorks partnered with Allied Global Marketing and engaged Snapmatix to create a cutting-edge AI photo booth brand activation across Southeast Asia.
The objective was clear: ignite fan excitement, drive cinema attendance and transport audiences into the Viking world of Berk using the power of AI.
The Experience
At the centre of the activation was an AI-driven photo experience built on the Snapmatix custom image generation platform. Drawing on authentic costume references from the film and imagery of Toothless, Snapmatix developed a series of immersive character transformations that allowed users to see themselves as if they were part of the How to Train Your Dragon universe.
Participants simply posed for a photo, with no green screens or downloads required. Within moments they received a cinematic portrait of themselves styled in the fantasy world of dragons and Vikings.
Each output was optimised for social sharing, with film-themed overlays and branding. Guests accessed their images instantly via live gallery links, and in selected markets on-site printing stations provided a physical keepsake.
Design and Development
Snapmatix and Allied Global Marketing worked closely together to ensure the activation was technically robust and aligned perfectly with DreamWorks’ creative vision. This included:
- AI photo booth development with intelligent background and costume integration
- User interface and experience design tailored for local audiences
- Film-inspired branding and copywriting
- Optimised delivery pipelines to handle high-volume, concurrent use across multiple countries
Built for scale, the platform supported simultaneous activations across five key Southeast Asian markets — India, Singapore, Vietnam, Indonesia and Thailand — as well as Belgium.
Impact
This activation was the first of its kind: a multi-market cinematic engagement engine powered by AI-generated user content.
Snapmatix’s platform successfully managed high-volume, real-time usage across diverse markets, delivering immersive branded experiences that brought DreamWorks’ vision to life for fans across the globe.
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
