How to immerse – and not irritate – consumers in augmented reality

Since time began, mankind has told stories.
From tales passed down through generations via drawings, to television and gaming - storytelling has always taken various forms but whatever the format, these stories inform, entertain and influence.
Today, in our inherently social world, consumers demand interactive experiences. Screen fatigue and the increasing need for bespoke experiences has led to the rising popularity of virtual reality and augmented reality. Pokémon Go proved th