I was shown Lego's attempt at Augmented Reality last week by my eight year old nephew and it not only made me smile but also made me a little concerned! Here he was, with a print out of paper with a black symbol in the middle, waving it at his webcam to see a 3D model of the latest Lego creation appear in front of him. It's a truly brilliant piece of functionality and although i've been aware of it for a little while i hadn't been totally prepared for how quickly it appears to be accepted! Lego are running it on their website but also are rolling it on in-store with print outs on their boxes, US only at the moment but there's a video below to show you how it works.
To him, it was perfectly normal to have a 3D model in front of him, seemingly attached to a piece of paper... so, I showed it to some colleagues in the office for their reactions as well and the difference was pretty significant! They thought it was amazing, understandably! But there wasn't the acceptance that it was perfectly normal functionality and if the future of our audience are growing up expecting that to be available then we really need to start looking at it!
So, I dug around to see who else is using it and whilst the list is small the application of it seems pretty impressive, from car demos to business cards! If you're interested in how it works though check out this site and see if your technical team can do anything with it!