Kellogg’s Marvel’s Civil War VR is a quick paced, VR battle that pits the user – playing either as Captain America, Iron Man or, with special Walmart packaging, Black Panther – against Crossbones and waves of his henchmen.

Toss Captain America’s shield, fire Iron Man’s repulsor beams or slash with Black Panther’s deadly claws through 6 levels of gameplay. Scan specially marked Kellogg’s packaging with to unlock additional Secret Levels where users can battle Iron Man as Captain America – or vice versa.

Promoted on over 90 million back of packs and across 27 Kellogg’s Snack Food and Breakfast Food products, the experience utilizes AR technology to tie physical packaging into the virtual experience allowing the user to collect special power-ups that enhance character abilities and unlock Black Panther gameplay. Other features include collectable bio tokens that unlock character biographies, a VR showing of the Civil War trailer, exclusive wallpapers and a Non-VR mode that has limited gameplay but allows easy access to the game without a headset.

For those users wanting to transform their iOS and Android devices, limited-edition Captain America, Iron Man and Black Panther VR viewers are available through Kellogg’s Rewards program.

Agency: Integer Denver

Working with the DreamWorks team, Bully! created Sleigh Flight School as part of the Shrek-themed, DreamPlace installations that took place in malls throughout the US and London during the holiday season.

Positioned as a re-imagining of the holiday retail experience, the interactive Santa adventures featured a storyline involving lost reindeer and a call to action for Kids and Parents alike to help Santa out.

The first step, of course, was to earn a Pilot’s License for flying Santa’s Sleigh. Visitors were ushered into a room by a digital Shrek and Donkey and by first entering in Family ID numbers found on their visitors badges the game began.

Elves from the Rise of the Guardians hosted the game and walked visitors through interaction. One of three distinct levels was chosen – Chimney Dodge, Candy Cane Lane and Mountain Pass – where visitors swiped right, left, up or down to avoid obstacles and collect power-ups.

Gameplay resulted in a personalized Pilots License linked to the family’s visitor number that was then purchasable with a Santa photo package at the end of the experience. Most importantly, parents get a little relief from the often excruciatingly long lines to visit Santa.

In the book trilogy and Netflix series, created by pro football player Trevor Pryce, it’s Frogs vs Scorpions in a battle for the Amphibilands.

The story revolves around Darel, a young frog and his friends as they fight a Scorpion army and their Spider allies. To save their land, Darel must become a Kulipari, an elite band of poisonous frogs, who are the only hope in stopping the arachnid onslaught.

Building from illustrations and book art, Bully! designed 3D versions of the characters and directed and animated a teaser for the franchise. Created for cinema pre-rolls, the vignette introduced movie-goers to the main conflict and revealed another set of characters central to the story: the mercenary army of lizards led by Captain Killara.

To get film buffs at the Toronto International Film Festival behind the wheel of Ford’s latest Mustang GT, Bully teamed up with Cinco and created a VR experience that transported participants from a suburban garage to the surface of Mars and back again.

Created to tie into the world premiere of The Martian, users sat in the driver’s seat and put on the Oculus headset – which was introduced as “the future of filmmaking” – and were directed as if they were actors in a high octane action sequence.

Their reactions were filmed, posted and shared through social media. Here’s a peek at the experience!

Agency: Cinco

The only place to Battle Energy Parasites!

Symbiotix is a mobile game experience (iOS and Android) that allows users to cultivate, train and fight energy parasites (called Symbiotes) that live within all of us.

The story goes that the brothers who first discovered the creatures – the uber-scientific Dr. Maxwell and the techo-mystic Qwinn – developed the app to tap into the Symbiotix energy field and interact with the parasitic creatures that live there. When matched correctly, these Symbiotes anchor themselves in our bodies and use it as a Control Center for battling others.

These battles occur as single-player training sessions, close proximity, multi-player battles via Bluetooth, or through AR with special battlefield markers. In each case, the user collects energy orbs of different elements and attack strengths and loads up their Symbiote’s deck. Orbs are then activated one turn at a time, unleashing slams, chest beams, shields or acrobatic attacks on the opponent.

Developed entirely in-house at Bully! the app features 12 characters with additional sub-characters, a full, turn-based battle system, novel drama-manager systems that increase camera and music intensity as the fight progresses, hundreds of attacks, and a rich, immersive environment and storyline that draws users in.