Once you download the app from the Google Play Store, you are allowed one pose of Spider-Man to play with. However, there are 12 altogether. The catch is that to unlock all 12 poses you need to visit a Sony Brand Shops where you will receive a free voucher code (Sony trying its best to get people into stores).
Within the AR effect you can move Spider-Man left and right, rotate him up/down/left/right to help strike that perfect pose. You can also resize Spider-Man to best fit into the picture.
The promotion is live in the following countries: Brazil, Mexico, Argentina, Peru, Chile, Panama, Colombia, Ecuador, Costa Rica, Nicaragua, Guatemala, El Salvador, Kenya, Tanzania, Bahrain, Mauritius, India, Vietnam, Philippines, Hong Kong and Russia.
Thanks Ankit!