At the Japan media arts festival, there was this fishing game. People took a photo of a code, which downloaded an application to their phone, which they then used to connect with the fishing game. the person then appeared on the ground as an icon,and they used their phone to move around the ‘water’ to try catch fish. when they ‘caught’ a fish their fish appeared on another screen on the wall..  and i think they somehow scored ‘points’
It was obviously very popular and addictive, people stood their for a long time, and ushers had to encourage people to move along and let others try it. The ease at which absolutely anyone could download and connect and play this game was fantastic!