Test Drive in Print Ad
From Norway an augmented reality application that allows you to experiment a Volkswagen test drive by moving your iPhone over a print ad. The video that presents the initiative is very nice, the app itself is less cool than it could have been tough.
The marketing action is rather demanding to consumers in terms of attention (find the ad, make sure you own an iPhone, download the app etc…). However sometimes generating talkability could be more than enough especially in the over crowded automotive industry so, in the end, I like the idea 
That’s a really cool approach. And it may be a good thing to do something on a brand perception level (innovative, cool, young, etc.).
However, if I have a look at this Mobile Internet User Typology I doubt that it will be used extensively.
I think it is imperant for marketeers to understand their target audience - at least if the objective of such marketing actions as seen above is actual usage.
updated link
http://www.youtube.com/watch?v=FhbkqFdKnP8
Andy