I'd expect to see similar implementations coming back, on a larger scale. It's a lot of what John Battelle writes about as the next evolution of search. It's just with the SERPs flipped inside out (they find you) and plastered all over books, posters, etc.
You could probably take it even one step further - replace search boxes and URLs with QR codes(http://en.wikipedia.org/wiki/QR_Code).
They're everywhere in Japan now.
You just scan the code with your (5.1 MP) mobile camera and it loads the URL directly in your mobile browser.