it's an interesting technology- think about NFL games you watch on TV where they render the yellow 1st down line on top of the pitch or all that advertising on the pitch that almost looks 3d.  basically taking a live video stream and adding graphics into it dynamically in real time.  it's pretty cool stuff.  an agency in europe did a campaign for mini using this technology- they printed a full sized ad on the back page of a popular magazine that invited people to hold the printed ad in front of their web camera and watch the magic.  and now that  it works on the iphone things get really interesting- put a symbol on anything, hold your iphone camera in front of the symbol and watch the content that appears. 

make it interactive so that the user can actually interact with the content using the touch screen on the iphone, make it a game that multiple people can play with their friends or even strangers in a retail location- ok i am sold on this as a really cool way to get people interacting with a brand, let me stop talking and figure out the best way to integrate this. here is the video for the mini campaign. cheers.