1. A method comprising: causing, at least in part, a reception of an observation of an object through a viewfinder of a mobile device; in response to the detection, causing, at least in part, association of an advertisement with the object and superimposition of the advertisement upon the object observed by the mobile device, based, at least in part, on a registration of the object with a promotional service; and causing, at least in part, instruction to display a presentation, at the mobile device, of the object superimposed with the advertisement.