Creation of this augmented reality app for car manufacture Mini is impressive. What’s great about it as you can actually see how the use of the technology will increase the number of test drives, delivering ROI.

The execution is clear as well, so the user really understands what’s expected of them.

I question whether it would have worked better to deliver this as a mobile app. Readers of magazines are more likely to have their mobile nearby than a desktop. SMS campaigns I have done have yielded great results from magazines, as people read mags in leisure time and have their phones beside them.

Separating fact from fiction is difficult when you hear so many stories about how brands are using apps, only to discover they have very small download rates when you check them out in iTunes.