Augmented Reality (AR) is utilizing a two dimensional marker on a package to be recognized by a kiosk webcam to initiate a video of what the contents of the package looks like or does. Another illustration is accentuating the online shopping experience. It recognizes the marker in the particular clothing catalog, taking a photo of the shopper, and then allowing the shopper to move various garments from the catalog onto the photo to illustrate what the garment might look like on the shopper. Zugara is an interactive marketing and advertising agency that was the inventor of the application in 2005. Matt Szymczyk, Co-founder and CEO of Zugara (, remarked that online AR is the most popular application and is being fueled by the increasing use of webcams and videos. The kiosk-based applications are coming on strong. Mobile AR is expected to be the focal point for future applications as future utility is key. Currently there is limited processing power in cell phones and even smart phones. The future for this technology is marker less, which is being replaced by facial detection. As smart phones increase their power to handle streaming video, the software developers are anticipating complaints from smart phone users in having to find and download appropriate markers to initiate AR. had a complete marketing case study presentation, which will be described later. One of the innovative aspects of their marketing approach was a series of augmented reality videos prepared on ten major cities in the United States that vacationers may want to visit. This AR allows the vacationer to have a virtual tour of each city before they visit it. The unique website was pleased that the average customer touring the AR spent 8 minutes doing so. However, future AR apps are on hold because of the high bounce rate. Too many customers simply do not have webcams. The key question to answer, “Does the AR application add value to the consumer and their decision making process?” In-plant take away(s): Colleges and universities would be natural prospects to utilize augmented reality because of the proliferation of beautiful, unique architecture and venues around so many of the campuses. An over whelming marketing objective of most admissions departments is simply to get the prospective student and their parents to visit campus. This reason alone is why so much money is spent on the printing of campus view book. An AR video would complement and supplement the view book by offering a more in depth tour of the Engineering School or the track facilities along with key professors teaching or coaches. In-plants may not be expected to have the on staff design experience or expertise to develop unique AR videos. However, after observing how the first one is done, everyone may realize that this is comparable to a YouTube video and with a little practice quite acceptable 2-minute capsulations are easily attainable.