Empire State Building taps QR codes to activate multimedia exhibit

Visitors can access information such as what the building does to react to temperature and weather via the QR codes, which are displayed throughout the exhibit. Each pillar in the exhibit has a unique URL, such as http://esbtour.com that visitors can access via their smartphone. 
New York's Empire State Building has unveiled a multimedia display that incorporates QR codes to let visitors engage with the exhibit after leaving the physical space. 

Mobile initiatives
There are mobile calls-to-action – a mobile URL and QR code – that starts with signage in the pre-ticketing area of the queue and carries through to labeling on each of the pillars with specific links to relevant parts of the mobile experience corresponding to the theme of that pillar/exhibit.
“Browser equipped mobile devices are becoming ubiquitous even across traditional age/socioeconomic/psychographic segments,” Mr. Monberg said. “A business person might have a RIM device and a young person might have an old Sidekick. Here is an image of a transformational cube in the Empire State Building, where users can get a URL to find out more information:

“A major takeaway of the Empire State Building sustainability story is what individuals can do to effect change on a personal level,” Mr. Monberg said. “There is nothing more personal to us than our mobile devices.

“While there is much talk of cosmic augmented reality apps today, this is a way of implementing a real life experience augmented by a specific mobile-driven guide,” he said. “It builds anticipation for people waiting for tickets and it allows people waiting in the pre-elevator queue on busy days to more deeply engage with the exhibit – mobile content can have an intimacy that a large glass pillar has a tough time delivering comprehensively.