Augmented reality (AR) is no longer reserved for gamers and gimmicks, it has become a powerful marketing tool, offering the ability to literally reshape the way brands interact with, monitor and track customer engagement.

Music identifying app, Shazam, says its new visual recognition functionality transforming static images into dynamic pieces of content will help brands better engage with mobile consumers.

From drones playing football (for Pepsi) to augmented reality driving glasses (for Mini), Richard Dodgson takes us through his favourite inventive uses of tech in ad campaigns.

Sunny Queen Farms has launched a new limited edition collectible range of augmented reality cards using the latest in animation technology.

With the online fashion space saturated with content, the pressure is on retailers to find innovative ways to engage effectively with consumers. One e-commerce site, Stylematch, has adopted a ground-breaking way to leverage content aggregation, curation as well as customer engagement.

L’Oréal has launched what it claims is the first-of-its-kind app allowing women to virtually try on its cosmetics products using augmented reality technology.

The technology has been around for quite some time, but like so many other fringe smartphone features, augmented reality has yet to present itself as a must-have for consumers.