Editor’s Note: Augmented Reality Check

Vic Walia, senior director of brand marketing for Hotels.com, spoke at the conference about an AR microsite his company launched earlier this year, dubbed "Virtual Vacation," and how it helped increase revenues for the brand. The microsite allows people to use their webcams and computer microphones to convert a special "glyph" on print and email advertisements into 3-D animated versions of 10 U.S. cities, including New York City, Denver, New Orleans and Las Vegas. It also uses Hotels.com's claymation character "Smart" to guide people through the cities. While touring, users can take part in various activities, such as getting married in Vegas or riding a bull in Denver, Walia said.