Subway Canada has launched an in-store augmented reality experience to help promote Marvel Studios’ Avengers: Age of Ultron.

As part of a contest beginning today and running until July 14, fans that purchase any Subway meal deal will also receive an augmented reality card that spotlights one of six characters in the film. Using an app, users can bring the character on the card to life in a video clip, but can also enter a pin code for a chance to win one of three trips to New York, South Korea or Hollywood (the locations where the film was shot).

“With so much hype and excitement around its upcoming release, we wanted to create a unique consumer promotion that engaged fans far beyond the in-store experience,” said Kathleen Bell, director of national marketing at Subway Canada, in a press release. Subway has been collaborating with Marvel Studios to promote its films as part of a partnership with Disney that began in 2012 and has included Iron Man 3 and Guardians of the Galaxy.

The promotion and the film itself is being spotlighted in new TV ads that are running nationally until May 31, along with a digital media buy. Creative on the TV spots was handled by KBS, MMB handled the digital elements and Simon Pure Marketing led the in-store promotion, with Carat on the media buy.

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