Walmart Canada has retained Ad-Dispatch of Dartmouth to develop an interactive promotion tied to the recently-released movie The Amazing Spider-Man. Walmart is carrying approximately 100 Spider-man products in its stores and online. The effort takes the form of an augmented reality application for smartphones. Users of the application can interact with a three-dimensional interactive digital recreation of the superhero by pointing the phone at images in the Walmart flyer. Users can also unlock various modes of a video game by taking photographs of certain items in Walmart stores. "We're delighted to be able to introduce this new, interactive technology to our customers," said Zach James, director of category marketing at Walmart Canada. "We're continually striving to provide a better shopping experience for our customers, and this technology gives them the ability to experience Spider-Man at Walmart on a whole new level." Walmart is conducting the promotion is association with Sony Pictures Home Entertainment and Marvel Entertainment.