Madison Avenue Flirts With 3-D

AR is "a great way to get customers involved in a promotion in a more interactive way than just reading or seeing an ad," says Jim Ensign, Papa John's vice president of marketing. "It's the new bright and shiny object that marketers want," says Tom Bedecarre, chief executive of AKQA. "Just because you can make a logo spin doesn't mean you should make a logo spin," says Mike Sabatino, senior vice president and partner at Fleishman-Hillard.