Pongr image recognition used for fashion magazine promotion

According to Fishbowl NY, the fashion magazine Marie Claire has contracted Pongr to provide image recognition technology for interactivity with the print edition. Users can take a picture of a magazine page with their phone and email the image to a website. When the image is recognized, additional content relating to the magazine picture is sent to the user. Pongr's technology was selected because it does not require running an app on the phone.