I’m so not even joking about this. Häagen-Dazs Concerto Timer uses 3D Kinect technology to create a “cutting edge” augmented reality experience. So what exactly does it do? It reads the top of one or two containers of Häagen-Dazs, projects (via AR) 3D digital images of a violinist and/or cellist onto it/them, then plays a two-minute rendition of Bach Inventions No. 14. Why? Because two minutes is the optimum time to “temper” ice cream; making it a little softer, bringing out more of its flavors, etc.

This is the world we live in, folks.

With every download of the Concerto Timer app, the Häagen-Dazs brand is donating $5 to honey bee research at the University of California Davis for a total donation up to $75,000.

source: Häagen-Dazs