To promote Sony’s new animated film, Spider-Man: Into the Spider-Verse, Synchrony Bank and Giant Spoon were inspired by the history of the superhero character. The result? An immersive, augmented reality experience.

Guests enter a faux Bridge Street subway station in the Dumbo neighborhood of Brooklyn and, after walking through a subway car, are transported into the Spider-Verse. After scanning a QR code to unlock the experience, guests become web-slingers themselves, using a browser-based AR application on their smartphones to web bags of money hanging in the space in the hopes of winning $1,000.

Adweek spoke to Ian Grody, creative director for Giant Spoon, and Chris Merrill, CMO of Synchrony Bank, in this exclusive behind-the-scenes look inside the activation.

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