Lucozade Go AR
Old skool favourite Lucozade have wrangled Tinie Tempah and Plan B to promote the weirdly watery orange sports drink, adding (hopefully) a bit of their coolness to the drink. It's a pretty imaginative campaign.
My main gripe with this is really the same as the one I often have with QR codes - ultimately you're just directing users to a website. However, it is an effective call to action - how many hits would the site get (or how many views would the videos get) if there was no AR? I'd really like to see some stats from this once it's been running for while to see how many are actually using it.