Augmented Reality (AR) is currently hot in marketing. But what impact does this technology actually have on the event industry? Is this just another cute gimmick or is there more to this electronic gadget? And what does it offer the progressive and creative event professional?

Seen any applications of Augmented Reality (AR) lately? With the aid of AR technology you can now create an engaging blend of real and virtual data – in real-time. To put it plainly: by focusing your smartphone camera on an image, your smartphone will show an overlay of additional information linked to that image. It puts a virtual layer over the real image as it were.

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