As part of the US launch of Marvel’s The Avengers in cinemas, the promoters have teamed up with Walmart in order to offer Walmart shoppers access to a super hero Augmented Reality game.

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The game is available for iOS and Android devices and allows customers access to an AR reader that shows customers where they can “Unlock” the powers of their favorite characters from the Avengers film.

“Walmart is bringing this summer’s most anticipated blockbuster into stores through a first-of-its-kind augmented reality experience which bridges the gap between the physical store and mobile gaming,” said Seong Ohm, senior vice president and general merchandise manager for entertainment, Walmart U.S.

The game allows users to play in two modes:

• Game Mode allows Walmart consumers to search and download their favorite characters within the store and then attempt to defeat Loki and win the game.
• Photo Capture Mode allows users to take a picture with their favorite Avenger.

“We are always looking for opportunities to develop unique retail programs with our partners and feel the Super Hero Augmented Reality app enables fans to extend both their shopping and movie experience in an interactive way.” said Mark Rhodes, senior vice president of North American Retail Development at Marvel Entertainment.

The campaign also includes a social media integartion with consumers invited to a Twitter discussion (#AvengersWMT) that includes Avengers trivia and sneak peeks at exclusive content from the app and the film.

15.05.2012    Tags: augmented-reality, cinema, games