Brands starting to experiment with augmented reality marketing campaigns, but will they pay off?

This article titled “Sony Pictures and Nikon try Layar” was written by Stuart Dredge, for guardian.co.uk on Monday 13th June 2011 14.25 UTC

Pay a visit to the White House this week, and you might spot an alien command centre attacking it. At least, you might if you’re using Layar’s augmented reality smartphone app.

Hollywood studio Sony Pictures is using AR to promote the DVD, Blu-ray and iTunes release of its Battle: Los Angeles film. Agency Zehnder Communications worked with the studio to create a layer on Layar’s AR platform which enables fans to spot virtual alien commanders and battle drones in their real-world location, although the command centres only appear near specific US landmarks.

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