Using footage from a special shoot with the movie’s stunt team, the app features exclusive Spider-Man animation sequences in which Spider-Man swings through buildings, crawls up walls, shoots his web at the screen, or engages with nefarious characters on the streets. When the virtual Spider-Man appears on their phones, users can take photos of the hero and share them with their friends and family. Each photo experience will be unique to the user, and fans can share multiple photos from each interaction.
To activate the animation sequences within the app, users can find out the locations for individual marker images on the official site and social channels. Sony Stores, Activision, and Entertainment Weekly will also offer select marker images within their designated retail, online and editorial channels. As an extra bonus for moviegoers, a single frame within the new trailer, when scanned, will also reveal one of the Spider-Man animations on the user’s mobile device. Each new image activates one of 13 achievement badges that users can share on Facebook and Twitter.
Commenting on the announcement, Dwight Caines, President, Worldwide Digital Marketing, Sony Pictures, said, “Many of today’s moviegoers are digital natives on the go, and our app allows us to engage them. Our use of augmented reality technology is a fun way of embracing the 3D aspects of the movie while nurturing the playful kid inside all of us who wants to collect items from their favorite superhero character to share with their friends and family.”