Dell and Sony Pictures are celebrating the impending release of Marvel cinematic universe movie Spider-Man: Homecoming with a gamified digital out of home billboard in Times Square.

Participants can enter the game by accessing a URL promoted on two digital screens in Times Square. The first screen promotes Dell’s Inspiron 15 7000 gaming laptop gaming while driving footfall to the game in Times Square, which will have a leaderboard for entrants to compete over.

The game requires players to rapidly tap their phone screens to help Spider-Man scale the building. As they do this, a projected Spider-Man will climb up a nearby building, based on the performance of the participants.

The activity from Kinetic and digital production partner, “game will target audiences on the move in a way that builds brand equity”.

Play Spider-Man Scramble LIVE in Times Square now. Look for the Inspiron 15 Gaming laptop. You can’t miss it. #SpiderManHomecomingpic.twitter.com/nQRyvzHbIm — Dell (@Dell) June 30, 2017

Greg Crockart, chief executive North America, Candyspace Media, said: “Creating an experience which incorporates gaming into the promotion would clearly appeal to [potential Dell gaming latptop] customers.

“The game also helps to promote the relationship between Sony Pictures and Dell, as the game on the DOOH screens actually powered by Dell computers."

Spider-Man: Homecoming is released in the US 7 July.

Dell and Sony also ran a dedicated TV ad slot.