Creative studio Powster immersed New York Comic Con attendees in the world of 1917 by allowing them to augment real world posters into live action footage from the film in their mobile web browsers.

Movie posters wrapped on pillars and throughout the convention served as giant image targets, which came to life when scanned with users’ phones. Passersby were rewarded with exclusive content from the movie when they used their phone’s camera to unlock the posters, without having to download an app first.