BBH launched a cool campaign for Lynx/Axe in London. It's a great example of how outdoor advertising is becoming more interactive. More info on this campaign can be found on Mashable.
A recent Pearlfinders report said that 2011 is likely to see more augmented reality strategies coming from major brands. They reported that Hard Rock is looking to incorporate AR elements with the stages at music festivals. Hard Rock has also been looking to use AR with its hotels, but have found the potential for bad reception in buildings has presented it's own challenges.
They also reported that brands are still experimenting with interactive display, using QR codes. The New Jersey Nets used QR codes to reach out to fans and apply a sales message in the mobile space. Mall Of America also used QR codes to create scavenger hunts, for example, with the goal of driving traffic to their mobile site.
However, Pearlfinders advised brands that there needs to be careful consideration with both AR browsing and QR code strategies. AR has to be used to create more original content to avoid turning people off from the outset or making them feel as though they were tricked. If users are taken too quickly to an ad, it can be a disappointing experience which puts a user off using such services again.
Also of note is that New York City has announced plans to put QR codes on all buildings permits by 2013 and the Health department plans to use QR codes in restaurant inspection certificates. Building permits will have QR codes.
The widespread adoption of QR codes by Bloomberg's administration highlights how smartphone browsers are transforming the way in which media is consumed. It will only be a matter of time until the next generation of mobile browsers integrate AR features as standard.