I can see two things wrong with this. First, this not how AR should be used, and second, YOU'RE PLAYING A GAME WITH YOUR SNEAKERS.

you mean... AWSOME!

Yeah.. well... just another "Augmented Reality" promo stuff...
Let all those companies some years (hopefully some months) to use it so many times we'll all be bored by it.
I already am.

How are they a controller? If anything they're the most impractical voucher cards ever made

They're neat looking though.

A pretty neat way to look in on people webcams legally.

They probably have one of those set monitors intergrated in them, then to actually play the game your going to have to walk or run or something crazy like that... I'll take my virtual reality sitting down thank you.