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Aurasma at SXSW 2013 Trade Show
The Aurasma demonstrations had trade show attendees gathered and in awe. In fact, I immediately downloaded the free app and took a brochure to dinner after the expo to show my colleagues how it works.
HP's augmented reality platform (SDK, iOS and Android, free) uses a smartphone (or tablet's) camera to detect images and overlay rich media animations in 3D on top to turn an image into a visual experience. It's primarily pitched for print media, but here is an example of live-world overlay:
Photo by John Adams.