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By Kate Enright [caption id="attachment_692" align="aligncenter" width="525"] Google's Project Glass at NY Fashion Week 2012[/caption]   Your eyes do not deceive you, this is in fact a runway at New York Fashion Week and those are Google Glasses on heads of the super models. Looks like the final gap was bridged between geek and chic when Diane Von Furstenburg added Google’s augmented reality headgear as part of her Spring 2013 collection this week.

by Kate Enright Augmented reality ads are slowly making their way into mainstream advertising and the minds of creatives industry-wide. More and more brands are now using the technology to engage consumers with both high impact advertising and with hidden digital content. Large organisations are now turning to augmented reality as a means of creating a stir around products online. The value in this is that the impact does not stop at those seeing the installations first hand, but there is an extremely high potential for these eye-catching campaigns to go viral, their digital nature is a huge draw. A good example of this is the recent Absolut Inspire app created by Absolut Vodka, calling for users to digitally overlay their “graffiti” onto public buildings, streets and walls. The ad alone had international viewership all over the web.

The Absolut Inspire ad campaign 2012.