Augmented Reality (or AR) is the latest shiny tool that cropped up in the marketer's toolbox. AR is a technology that leverages your computer's (or mobile device's) built-in camera to overlay interactive 3D content. The example above is for TOPPS baseball cards.  Currently it's the stuff of geeks and, while pretty frackin' cool, it hasn't produced any meaningful engaging experiences.

Until now. 

Dutch company SPRXMobile recently release a mobile AR browser called Layar. 

As you can see in the video below, using your phone's camera, Layar overlays browsable data based on your proximity. This particular example shows a real estate application. 

While the concept is not new, Layar is the first elegant application of this technology that we've seen. 

This has us banking that AR won't find itself in the digital dumpster next to Second Life.