COOL STUFF

Check This Out: Iron Man 2 Augmented Reality HUD Display

by Alex Billington
April 24, 2010

"For you sir, always." Thanks for the help, Jarvis! Augmented reality seems to be all the rage now with viral marketing and online marketing campaigns. Paramount UK has launched a new augment reality web app for Iron Man 2, created by Rubber Republic, that allows fans to envision themselves in either the Iron Man or War Machine mask (seen above) or using the Iron Man or War Machine HUD (aka the heads-up-display) seen below and in the movie. It's a bit cheesy, but pretty nifty to check out. Just visit: iamironman2.com. "Welcome sir, how are you feeling today? You are scheduled for a HUD calibration test and mask fitting."

For those who don't know how to make this work, watch the quick demo video below to get an idea for what you'll need (basically a web cam) and how it all works. You can also record a video of yourself inside one of "Tony's toys" and share it with your friends through Facebook, Twitter or embedded into your own site. I do like testing this kind of stuff when it launches, but I really don't understand how it helps the marketing at all. It's nifty and fun to play with, but I don't think that many people really care about it? Plus, after using it for five minutes, I've finished and moved on. Anyway, check it out if you're interested at: iamironman2.com.

This is all part of a very small mini-viral for Iron Man 2 that has included a few boring viral websites located at starkexpo2010.com. A new site launched for a company called Fujikawa that is developing sunglasses with this HUD in them, but they won't be out until 2020. Iron Man 2 hits theaters on May 7th next month.

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