In simple terms, augmented reality (AR) is a live camera view of the physical environment augmented with computer-generated elements that provide additional information or experiences. Its application potential is vast: gaming and other forms of entertainment, medicine, translation, location/travel assistance and commerce, to name just a few. Probably the most familiar example of augmented reality, at least to American sports fans, is the computer-generated first-down line imposed over the real-live action in football broadcasts. For marketing purposes, it can be the best of both worlds—offering the realworld advantages of touch, sight, sound, smell and taste with additional interactive digital enhancements. AR can be used to provide consumers with the latest deals and up-to-date information, enhanced product demonstrations, a view beneath the surface of an image or product, an interactive social media experience and more.

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