Augmented reality: The next big thing?

There has been pretty significant buzz in the press recently about the rise of augmented reality and it seems to have captured many peoples imaginations. Indeed a lot of people have been talking about AR as being one of the stars of 2010. Already a number of brands have jumped on the bandwangon although the UK seems to be lagging behind the US in terms of utilising AR as a marketing tool.

I haven't personally be so enthused, the experience always seems to feel slightly underwhelming. Examples such as the one below are going some way to help change my mind. Love the integration of a game - its something which could have endless possibilities. It does leave me wondering just how much this cost to implement however.