Walmart is running a program around Marvel Entertainment's, “The Avengers,” which premiers this weekend. Last week, the retailer debuted a game that melds the in-store experience with an augmented reality mobile app. To play, fans download the “Super Hero Augmented Reality” app from the iTunes App Store or Android Market. They then visit a local Walmart to search the store for specific images on “Avengers” P-O-P materials. The signage is placed in various departments to encourage players to move around the store, where some 600 “Avengers”-branded merchandise items are on sale.
Once players encounter the signage, they aim their smartphones at the image to unlock powers of the superheroes that appear in the film. Players must then continue their search around the store to collect the powers of the five remaining “Avengers.” Once they have all six collected, the players gets a chance to defeat Loki and save the world in the final level to win the game.