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"LAUNCHING TODAY is a mobile app that allows audiences to immerse themselves in stories that blur the boundaries of fiction and reality and digital life and real life."
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According to Wikipedia: Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.
[Also check out Speider Schneider's article on QR Codes @scoopit http://bit.ly/oICxKf]