AR is in style for brands exhibiting at Mercedes-Benz Fashion Week

09/11/2013 | Mobile Marketer

Many of the brands at Mercedes-Benz Fashion Week are using the augmented reality feature of the Reel Code Media application, writes Rebecca Borison. Codes unlock behind-the-scenes footage and event locations and are key to a Malan Breton designer-dress contest. "The consumer is connected like never before with mobile phones and augmented reality allows us to bridge the physical and digital using the consumer's mobile devices," Reel Code Media CEO Isaac Daniel said.

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