In July of 2010, could people in Singapore experience an outdoor augmented reality campaign from MasterCard at the Heeren bus stop on Orchard Road.

The project, led by UM Singapore and Grain & Pixel, employs augmented reality technology and was launched in conjunction with the Great Singapore Sale (GSS) involving most retail stores on Orchard Road.

MasterCard holders could flash their card in front of the digital camera embedded in the billboard to navigate through promotional offers on the screen also embedded in the billboard.

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