It’s not new, but over the last few months the concept of augmented reality (a type of virtual reality that presents the world’s environment merged with, or augmented by, computer-generated imagery) has really exploded. Despite the apparent obstacles - need for a webcam and willing consumers who have the time to understand the concept - more and more brands are using AR to engage with their audience.

Is this just another gimmick or is the technology just being used in a gimmicky way? As with Apps, doing it is pointless unless there is a compelling idea or functional benefit attached. As the medium takes off, surely we’ll see it used to dramatise brand truths, run competitions, provide instructions, hints and tips, richer nutritional info, links to relevant sites etc etc. We are at the tip of the iceberg, but at a macro level, along with animated Apps and moving ads on the tube, basic brand communication is becoming more and more about movement.

And even at the basic promotional level there are some pretty engaging examples of creative augmented reality strategies. “Doritos’ Lovers”, launched in Brazil, is a great example as it allows consumers to create their very own Doritos 3D Lover Monster which can then be uploaded onto the owner’s social network profile, and unleashed to interact with other Lover Monsters (watch below). It’s not about the crisps, but instead being part of the brand, so it cleverly extends further than simple product promotion.

Also available to watch here