Augmented reality, or AR, may finally be coming of age. Particularly for Millennials, defined as those born in the 1980s and whose lives revolve around being constantly connected to technology (Blackberries, iPhones ^[1], Facebook ^[2], Twitter ^[3], video games, and more), AR offers a serious opportunity for marketers to reach these important consumers.

“In its simplest form,” says Vivian Rosenthal ^[4], founder of New York City ^[5]-based AR start-up GoldRun ^[6]. “Augmented reality is a digital layer over the real world that you can’t see with the naked eye but you can see with the camera on your smartphone or computer.”

With augmented reality, marketers can take the physical world and combine it with the digital world, giving both users and brands the ability to connect even further with a product before, during and after making a purchase.

Augmented reality allows brands to interact with consumers in a new and unique way. Here are five campaigns that got our attention ^[7]. Plus why and how your company should use ^[8] augmented reality.