Two weeks ago we already mentioned that augmented reality (AR) is picking up in the world of advertising. But as far as we know this is the first time it’s being used for an online game. In this game for surf brand O’Neill – created by Achtung! and built by IceMedia – you can virtually ride the waves. The longer you stay on your board the higher your score and the bigger the chance you win a trip to the World Cup of Surfing in Hawaii. To play the game you need to have a copy of the print ad of the new HyperFreak, which is – according to O’Neill – the most technical boardshort in the world. The funny thing is that we saw the HyperFreak print ad earlier this week, but didn’t know at all what we were looking at – would that be a waste of budget? Anyway, apart from playing the game, you can also see what the HyperFreak looks like in AR and on the website you can find out more about its special features; stretch fabric, super strong and light, no inseam, etc. What a nice campaign! It made us realize that AR is going to be the biggest revolution in advertising since the invention of YouTube.