It’s not perfect, but Fanta’s Virtual Tennis is one of the first real examples of a company using augmented reality in a new and unique way to advertise their products.
Augmented reality is done by overlaying graphics onto a "real world theme" via the view-finder in your camera. Therefore, turning your handset into a virtual reality system whereby you can play games by yourself or with friends.
Take a look at the video here - http://thefutureofads.com/2009/01/28/fanta-uses-mobile-augmented-reality-to-play-virtual-tennis/
Speak to your Sensis Mobile rep about this if interested. This can be done in Australian but am told at a minimum cost of $100k, very cool stuff though....