*It's an advertisement.
*You've gotta admit that's some pretty sophisticated transmedia work. It's a Hollywood movie series, it's a Marvel comic book, it's character branding, it's a diegetic-prototype set of suits, it's brick-and-mortar retail, it's geolocative, it's registered in 3D, it's animated, it's a collectible toy, it's mobile, it's aimed at a youth demographic, it's everything but a floor wax that's also a dessert topping.
*Oh, and it's also Augmented Reality.
