Augmented reality in use today

Two impressive examples of augmented reality -in marketing applications- that anybody can see are here:
http://www.tissot.ch/reality/
http://www.getolympus.com/pen/pen3d_start.asp

There are apps for various smartphones that do the similar feats, but obviously require having the phone at hand. I saw these in the article on http://mashable.com/2011/09/18/future-technology