Luna Development has created a very cool system using Microsoft Tag. This system is call Luna Mobile Snapp.
If you read above it pretty much uses Microsoft Tag as a gateway to easily download applications and games to a mobile phone.
This idea can be applied to any asset that can be downloaded to a users phone. Such as music, ringtones, wallpaper and more!
You can check out Luna Mobile Snapp here: http://www.lunadevelopment.com/default.aspx
They have a few items that you can test and download to your phone!