For now, AR remains an exploratory marketing Christian Louboutin shoes 27. Yet, as more brands experiment, it looks set to become common in retail outlets, and a regular conversational pastime for those iPhone bores who like to show off their latest apps at parties. The technology is best described as one that enhances real-life experiences. It works by a webcam or mobile phone camera detecting symbols or movement and triggering computergenerated images, which are then projected on-screen, augmenting the real- world experience. One simple example of AR is Nearest Tube. This is an app that, when the user holds their Christian Louboutin shoes 26 camera in front of them, detects their location and shows them the quickest route to the nearest London Underground station. So far, AR has been used mostly in short-term campaigns designed to maximise ‘wow factor’. Doritos and Wrigley were among the first brands to use AR codes on product packaging. This meant that after a consumer had eaten a bag of crisps or chewed gum, they could hold the packet up to their webcam and, for example, watch a virtual band play a gig on the wrapper. However, experts say AR is now moving beyond the hype. Although many campaigns are clearly aimed at impressing consumers and little else, some are being used in-Christian Louboutin shoes 25 and online to increase purchase intent. One of the most effective uses of the technology to date has been an on-pack promotion conducted by Lego Christian Louboutin shoes 24. The toy brand has made its packs compatible with AR, so that when they are held up to a webcam, the consumer sees the Lego bricks and components inside being put together to form a toy.