Like Marvel's Avengers, Facebook's Camera AR platform now has a number of new AR superpowers at its disposal, so it is fitting that Earth's Mightiest Heroes have the distinction of displaying them.
When the Avengers experience is selected, a grid of avatars appears from which users can choose various AR effects. Most of the effects enable users to impersonate characters (Thor, Iron Man, and Star-Lord) via the front-facing camera, while the Groot and Rocket Raccoon options put 3D models of the characters in the user's environment (although the surface tracking was a bit unstable in my experience).
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The promotional experience gives Facebook the chance to show off its new AR capabilities. For instance, the Black Panther, Black Widow, and Captain America options show off background segmentation (the Black Panther effect even puts a mountain vista from Wakanda behind you), while the Iron Man, Thor, and Scarlet Witch effects display the hand-tracking feature.
Disney and Marvel are promoting the record-breaking movie on a number of digital platforms. For instance, the Avengers commandeered the cover of Moviebill, Regal's AR magazine, and the movie's characters also got their own Snapchat Lens (displayed below) last week.
For the multitudes who have seen Avengers: Infinity War, the AR effects now gives fans an opportunity to (SPOILER ALERT) mourn the fallen heroes and hope that a new MacGuffin or box office economic opportunity brings them back soon.