Holiday Inn is allowing its guests get up close and personal with some of Britain's Olympic stars via its augmented reality hotel.
Using an iPhone or tablet device guests staying at the Holiday Inn Kensington Forum can see BMX, windsurfing, table-tennis and long-jump athletes from both the Olympics and Paralympics in action.
Public areas as well as bedrooms are included in the initiative which also enables guests to take a picture with the athletes and share it via social media.
Here's a clip showing how they did it:
Holiday Inn teamed up with Aurasma, the augmented reality specialist which has also worked with Kuoni on its digital advertising and Saga on an augmented reality brochure concept, for the project.