Augmented reality (AR) is the new buzzword and augmented reality games have become a favourite with brands and consumers alike. Augmented reality is an excellent way to add rich digital content and multimedia experiences to printed media. With the increased penetration of smart devices in the youth segment, the application allows the static creative advertisements and collateral’s traditionally used at retail, OOH and experiential events to be infused with interactive digital experiences in real time.

Consumers can check-in on social media at the press of a button; ‘Likes’ or ‘Follow’; visit your brand site or order a product right from their phones. The next time you plan for that poster creative in campus or big branded wall in a mall activation, or even brand merchandise for a campaign, the app promises to bring alive each piece of static creative digitally, for the consumers. Marketers find value in such innovations as not only is it useful and social-media-relevant but also breaks clutter, and adds pizzazz to existing branding elements, increasing consumer engagement.