Samsung and Marvel Entertainment has unveiled a virtual reality marketing campaign promoting both Samsungs Galaxy S6 smartphone and Gear VR range, and the new Avengers: Age of Ultron film that has just been released.

The campaign is designed to work with Samsungs Galaxy S6 phone, which can be inserted into its Gear VR glasses, but can also be viewed on any Android smartphone or through a web browser.

It immerses the user in a 3D world, making them feel as though they are part of the action in a scene inspired by the latest entry in Marvels series of superhero action films, which just opened in America, with the second biggest opening in US history thanks to $187.7m (£124.1m) in box office sales.

The campaign is the latest in a series of collaborations between Samsung and Disney-owned Marvel, following a partnership the two companies agreed to in June 2014 to develop cross-promotional opportunities using Samsungs technology.

Samsungs Gear VR headset has also been used to promote other films using virtual reality experiences, such as Fox Searchlights Wild, and proved to be a draw for 72andSunny, the creative agency behind the campaign.

“Its an ambition that is deeper than product placement,” said Bryan Rowles, executive creative director at 72andSunny. “Its rare to work on a piece of technology in its infancy. It will be interesting to see where it goes and if it will catch on.”

According to the Korea Times, Samsungs head of marketing Lee Young-hee has confirmed that the company is also working on “Iron Man” special editions of the Galaxy S6 and S6 Edge, which may be released as early as June.