Recently there has been a rash of cautiously critical opinions in the advertising blogosphere about augmented reality. Commentators at Advertising Lab, and Supercolider all believe augmented reality to be this year’s “Second Life”: over-hyped, under tested, and, at worst “disposable eye-candy”.

We fully acknowledge the potential for this technology to be merely an addition to the marketer’s arsenal of gimmickry. And, also see that there are still many kinks to iron out with it: the process of getting AR to work with your home computer/webcam can be cumbersome, and even when you’ve got it to work properly, you’re oftentimes peeking around a sheet of paper to see the generated image. Yet, in the right context, AR executions can add an incredible layer of interest.

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