By opening this app and scanning select Marvel products featuring the Marvel AR logo, you’ll unlock exclusive content starring the world’s most popular Super Heroes--including Iron Man, Thor, Captain America, Spider-Man, Wolverine, Hulk and many others! Go behind the scenes of your favorite comics, see new footage, hear from creators, catch yourself up on past events and more!
You can watch the video at the end of the post for a demo.
I'm afraid that this one is a gimmick because of the content Marvel is including. Some of it will be cool 3D stuff that you'll like the first time, and maybe the second time, but the third time will bore you. I'd say that it falls in the same category as 3D Movies, and you know what The Oatmeal said about them.
And some of the features you'll get via the AR code will be behind the scenes videos. Those would work just as well if you posted them to Youtube; hiding them behind the AR code is a gimmick. Ditto for anything that could have been posted to a blog.