Häagen-Dazs is entering the music business -- well, sort of.
The ice-cream company has launched an augmented reality iPhone app called the Concerto Timer. When users launch the app, and point their camera at the lid of any pint of Häagen-Dazs, they will hear a "virtual violin concerto."
The musicians will entertain users for two minutes because, according to Häagen-Dazs, that's how long it takes for the ice cream to reach the ideal consistency for eating. Watch the video, above, to see how it works.
The company teamed up with digital design firm Jam3 and ad agency Goodby Silverstein & Partners to build the app. Concerto Timer is available for free in Apple’s App Store.
What do you think of the app? Is it silly or useful? Give us your take in the comments.