Amazing technology but what is it for exactly? What function does it have? These seem to be the questions being asked of Augmented Reality at the moment by the brand and business world.

Caspar Thykier, founder and managing director of Zappar, a London based creative technology company, thinks that rather than obsessing over the utility and technology itself, we should instead think about AR as another media channel that can deliver bite-sized forms of entertainment.

Challenger Brands are known for using every available touchpoint as a medium with which to project and so for Challengers in particular, Caspar thinks there are many opportunites to digitally enhance and bring to life those physical touchpoints within the brand experience.

Finally, Caspar raises the question of whether in a world increasingly being lived through computer screens and smart devices, is AR a way to make connections back to the real and physical world again?

Zappar specialise in Augmented Reality technology and look to deliver ‘snackable’ entertainment delivered through their iPhone and Android app, Zappar.