Just a month or so after augmented reality browser Layar won EUR 75,000 in Vodafone’s Mobile Clicks contest, the technology was already being put to work in a custom-designed application for Louisiana’s Voodoo Experience music festival. Layar is a free mobile browser for Android devices and the iPhone that overlays computer-generated information on top of real-time, on-screen images from the handset’s built-in camera. The Voodoo app was designed by New Orleans ad firm Zehnder Communications using Layar 2.0 to let festival-goers with enabled phones get information on performances, attractions and services simply by pointing their phone cameras toward key parts of the festival grounds. When viewing concert stages, for instance, one custom AR layer provided information on lineups, schedules and current artists performing, including artist profiles and Web links. Pointing a phone camera at a vendor would show menus and pricing, while other points of interest highlighted by the app included vendor locations, artist displays, restrooms, ATMs, entrances and exits, medical sites and other services. Zehnder was one the first 50 firms worldwide named as developers of the Layar platform. A demo of the Voodoo app is available on Vimeo. In addition to a whole new world of entertainment and useful information for mobile consumers, augmented reality also opens up a wealth of new OFF=ON opportunities for advertisers. Time to explore the possibilities for *your* tech-savvy brand…?