What's the story with this David Bowie ad in Dublin?

Warning, contains QR codes.
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DAVID BOWIE’S FIRST new album in ten years is due out tomorrow, and according to early reviews it’s a good ‘un.

An ‘augmented reality’ ad for the The Next Day has appeared on Dublin’s South William Street, which aims to fill in the blank on the album cover (a re-working of the Heroes sleeve):

The ad on South William Street features a QR code which will turn your smartphone screen into a TV screen, like magic (or technology)…

YouTube/JohnFlannery

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