Augmented reality is changing the way we view the world

Video games have been entertaining us for nearly 30 years. Computer graphics have become much more sophisticated since then, and game graphics are pushing the barriers of photo realism. Now, researchers and engineers are pulling graphics out of your television screen or computer display and integrating them into real-world environments. This new technology, called augmented reality, blurs the line between what's real and what's computer-generated by enhancing what we see, hear, feel and smell.

Pulling players deeper into a brand experience for longer periods of time is high on the list. Augmented Reality, has the capabilities to do that and is being tested by a number of marketers. Built into game play will be more ways for players to contribute, such as designing a character or syncing up a player's voice to a character. The goal here is to increase time spent and viral sharing.

As an example, HBO and ePrize got players to spend an average of seven minutes creating "fashionistas" by choosing different clothing, shoes and accessories in a promo to build excitement for the premiere of the HBO movie "Sex and the City." Players unlocked additional fashion items by entering codes received from viewing video content on affiliates' sites.

Augmented reality is changing the way we view the world -- or at least the way its users see the world.