The original plan was to develop essential "audio QR codes" that would allow short codes to be transmitted that could be parsed by certain apps and used to drive different interactions.
Does some device listen for apps nearby? Do I need to walk up and press a button?
If it had all gone off well, the eventual plan was to have it be used on a live show where users could also interact. We had some prototypes ready with a native app - but then the Brexit referendum happened - and our company had a couple of clients pull out of upcoming projects - and the company got shuttered.