I know the Swedish mag Expressen did this a while back, but they targeted them towards mobile phones and not so much desktop computers. Which makes sense cause I mostly read magazines, especially daily ones, while up and about. So when you saw a "tag" on a feature in the mag you could hold it up against your phone and voila you got a video that went with the story.
Why Swedes didn´t like this I have no idea, maybe the video content was week (should have consulted with my unemployed ass) or maybe they just failed in user friendlyness, PC people have a tendency of doing that.
Anyway. Here´s Esquires experiment. Very interesting.
I should probably adapt this to the snow/skateboard industry. But that would be too easy.
Here´s the clip, enjoy: