HP's Autonomy division hoped to get marketers hooked on augmented reality by offering its services for free -- for more than a year -- to large and small brands. With 15,000 or so campaigns under its belt, HP's AR team has built up an impressive library of case studies, but some marketers say that while they're happy to use free tools, they aren't yet ready to pay for augmented-reality campaigns. "If I had to pay, I wouldn't -- not right now," says Chad Labass, marketing manager for Freestyle Watches.