Augmented Reality has been around for a while, but really just gained brand approval in the U.S. this past Holiday Season.
The virtual characters in malls and the holiday decorations on your coffee cup were cool, but the challenge going forward for marketers will be to find ways to create integrated campaigns that include augmented reality as a tactical piece that makes sense.
Volkswagen seems to have started down this road by including augmented reality in a newspaper advertising campaign in Singapore. The print ad serves as an augmented reality marker and works in conjuncion with their VW SG iPhone app. When hovering over the ad with the app, the reader is able to select a vehicle and get more information about it.