Wal-Mart's Man of Steel Experience mobile application uses augmented reality to promote the upcoming Warner Bros. "Superman" movie as well as a digital comic book. Shoppers can use the app to take photos of in-store displays to create the illusion of standing with Superman and frame the photo for social sharing. "It still gives you that drive to retail component that we like, but you don't have to actually hold it up to a sign if your phone is GPS-enabled. We tried to simplify it a little bit," Wal-Mart's Brent Duwe says.

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