Macy's campaign taps augmented-reality technology

12/20/2011 |

Macy's used augmented-reality technologies to allow in-store shoppers to interact and take photos of themselves with the store's holiday characters. Smartphone users could share their photos easily via Twitter and Facebook, and the sight of people interacting with characters that only people with smartphones can see ensured plenty of word-of-mouth publicity. "It's the kind of experience that will give you optimism about AR and its potential," writes Julie Ask.

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