Haagen-Dazs recommends users wait two minutes before enjoying its ice cream to let the treat soften, so it has built in a "Concerto Timer" application to give customers a free 3D show while they wait. Using an augmented-reality app developed by Goodby Silverstein & Partners and JAM3 for the iPhone, users can scan the container top and watch a violin and cellist perform Bach Invention No. 14 and share the show on Facebook or Twitter.

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