Why Brands Like L’Oréal and Acura Are Betting Big on Augmented Reality

Apple and Snapchat are opening up new opportunities

Acura created AR helmets that challenged drivers to stay on the road. Acura

Two weeks ago, Acura set up a racetrack in El Toro, Calif., around a former Marine base and asked four influencers to drive a car as quickly and safely as possible down the course. The catch? All of the drivers were wearing augmented reality-equipped helmets that overlaid HD graphics on top of the real world to make it look like they were driving through a jungle and snowstorm, making it difficult to stay on course. Meanwhile, footage from the race was livestreamed across Facebook, Twitter and YouTube.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.