Is augmented reality a fad or a credible marketing platform?
Pokémon GO has encouraged millions of people around the world to pick up their smartphones and hunt animated "pocket monsters" hiding in the great outdoors. As a result, brands are now revising their views on augmented reality (AR), too.
This technology has, of course, hovered on the marketing fringes for several years. But the runaway success of Pokémon GO – where players search for digital creatures, and send them into battle, in real-world venues ranging from stores and coffee shops to museums – seemingly heralds a turning point for this...