This is a fantastic idea executed to perfection by Audi. In 2010 they didn’t create just another beautiful calendar, they created an unexpected experience! Yes, they printed the calender purely as landscape images, blank, no cars, nothing, and then prompted people to download the special iPhone app that would allow you to activate the calendar though an Augmented Reality feature to bring the images to life on your iPhone.
I love the idea, and the experience is fantastically unexpected. (via Bas on Blogilvy)