SM rolls out AR campaign for Iron Man 3

Marvel Studios has tied-up with SM Supermalls to launch an on-ground augmented reality (AR) campaign for the upcoming premiere of Iron Man 3 in the Philippines.

While a multimillion-mech suit will not be available, the "Become Iron Man" campaign lets guests virtually wear and operate Iron Man's new Mark 42 armor featured in the movie.

Using a Microsoft Kinect camera connected to computers running proprietary software, the game assembles armor parts on top of a player's digital body and lets them run some fun tests. Fans get a chance to fire lasers on targets, fly and goof off while wearing the iconic suit.

Only the first 100 daily customers with a minimum of P300 single receipt purchase of any Marvel merchandise can register in game booths to play the AR game.  The booths will be on tour in five SM Malls in Metro Manila from 20 April to 7 May.

The AR simulator was first introduced as an attraction in Disneyland Resort in California last 13 April and was designed by Disney and Apache, an augmented reality software maker best known for projects with clothing brands.

Also aimed to drum and sustain interest about the movie, the Philippine version of the game was launched at SM Mall of Asia last Saturday in the lead up to the movie's opening on 24 April.