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Augmented reality, or AR, has become one of the hottest new advertising trends. From Toyota to Nivea to Disney, a diverse array of brands has hopped on the AR bandwagon in the hope of creating hype and increasing consumer engagement. AR allows smartphone users to point their phones’ cameras at certain objects — be it a print advertisement or even a coffee cup — that trigger a 3D video. This isn’t entirely new technology: AR creates the yellow first down line during football broadcasts. But the ad world only really started buzzing about augmented reality around 2008, and it has taken a few years for brands to really start investing in the media. Augmented reality, by definition, gives brands the opportunity to unexpectedly integrate the digital world with the real world, which appeals to younger tech-lovers who are usually skeptical of traditional advertising methods. But AR doesn’t only appeal to the millennial generation. The out-of-this-world, space-age effect engages just about everyone from children to grandparents. While almost all augmented reality campaigns are pretty cool, some brands use the technology to create something really memorable. Lynx, for example, put signs in train stations that allowed passers-by to interact with the sexy angels featured in the company’s ad campaigns.