To build excitement for the launch of the third Iron Man film, we offered fans a uniquely Australian experience, taking Iron Man out of Hollywood and bringing him down under. Collaborating with Google to create an HTML world first, we developed a clue-based game that let users control and fly Iron Man around Australia within Google Maps, on computer, tablet and mobile. Over 50,000 unique visitors played the game over the prelaunch period for an average of 30 minutes each, with die-hard fans returning to play the game up to 25 times.

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