Augmented Reality is a term that has been in the mainstream public consciousness for decades. Despite all of the promise, it is only now, since the rise of powerful smartphone technology, that AR is finally a mainstream reality. Put simply, AR is the term used to describe an enhanced view of real life by overlaying computer-generated content. This computer-generated 'virtual content' can be almost anything - video, 3D models, dynamic web content - and it can be triggered by an image, a location or a combination of the two.

"We were blown away by the technology and are certain consumers will be. With one in three adults owning a smartphone, the potential market for initiatives like this is huge and we are proud to be bringing this incredible technology to the masses." Sonia Carter, Head of Digital at Kraft Foods.

When the number of major brands using AR in their Marcos increases as rapidly as it has done in the past 6 months, you know that it is a technology which has finally come of age. AR increases engagement and interaction and provides a richer user experience. Research has shown that AR increases the perceived value of products and brands. Well implemented AR activity conveys innovation and responsiveness from forward-thinking brands.

"With the high penetration rate of smartphones, we hope to drive this AR forward with innovative features and functionalities synonymous with the Volkswagen brand to allow our customers to connect with us at a deeper level." Jamie Lee, Marketing Communications GM at Volkswagen Group Singapore.

AR is mobile and personal and, therefore, hugely accessible to a rapidly growing smartphone market. AR is an inexpensive alternative to other media platforms as no specific media needs to be purchased. Brands have access to detailed analytics, enabling them to truly understand their audience.