Editor's Note: The Future is Now

Another fun example is Moosejaw Mountaineering's Moosejaw X-Ray app, which launched in November 2011. The app lets users "see through" the clothing in its winter catalog, showing male and female models in their underwear. While some called it "sleazy," the campaign racked up 1 million impressions on Twitter, 160,000 video views and 75,000 downloads in five weeks, according to data from Marxent Labs, the company that developed the app. The campaign also drove up sales 37 percent over the same period in the year prior.