Official Google Blog Offline meet online a marketing experiment with Google Goggles

Google Goggles so that people could more easily explore the world around them with a mobile device.

In this experiment, were applying the same principles, and the same technology, by Goggles-enabling� advertisements and other media, and offering to link people to the mobile sites from these brands.

Source:
http://googleblog.blogspot.com/2010/11/offline-meet-online-marketing.html