The annual Coachella Valley Music and Arts Festival is one of those events that everyone talks about, so an augmented reality experience in the festival’s mobile app and from one of its headlining acts, Eminem, basically means the technology is officially cool.

The iOS version of the festival’s app includes the Coachella Camera, which facilitates AR experiences for festival attendees.

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Outside of the festival, users scan the Welcome Box that they receive with their iPhones or iPads to unlock an immersive surprise, which includes an animated Disco Shark that dances on a horizontal… more

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