Following its neat integration of E Ink on the cover of the October 2008 issue, Esquire magazine made its first AR bet using the cuter-than-ever Robert Downey Jr. What we appreciate about Esquire's attempt is the multiple experiences that are revealed, including a nice interlude with Downey Jr. and an interactive fashion preview with Jeremy Renner, which unfold in the way a "choose your own adventure" novel would. For marketers, the Esquire approach is notable for its forward-thinking fashion integration (a great use of AR) and because it enables media buys that incorporate an AR experience.

As these executions show, there are still clunky barriers to AR. Home use requires a webcam and typically a web-installed plug-in (sigh) and printer. Most AR doesn't yet incorporate GPS functionality or social elements. And brands have to educate their viewers with dorky videos explaining how it works.

Still, many brands will try their hand at augmented reality this year. Some executions will be cooler than others. What will separate the winners from the rest will be whether or not the application of augmented reality is more than a one-off gimmick. AR has the ability to provide real value and function to consumers; this should be the goal of brand AR initiatives.

Devora Rogers is associate director of the IPG Emerging Media Lab.

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