Adidas used augmented reality to create a game controlled by a shoe
The benefit to brands is that your product can become an integral part of the game. For example, Adidas has created a game that uses its shoes as the controller (see more here: Wired). Great idea when the shoes are new but wouldn't suggest after a bit of wear!
Red Bull AR Race Track
As this clip shows - Red Bull created a free app that allows you to create a custom race track by scanning cans of Red Bull. The augmented reality technology then translates the layout of the cans in real life into a virtual track for you to race on.
Envied at Augmented Planet