Multimedia marketing is an indispensable part of contemporary business operations. The integration of various forms of media, i.e., the combination of visual, audio, and textual elements, enables the attraction and retention of consumer attention and the conveyance of the desired message to the target audience engagingly and dynamically, thereby achieving interactive communication. The implementation of augmented reality technology in multimedia marketing allows users to interact with products in ways that traditional media cannot offer. Augmented reality represents an interactive experience that enhances the user's natural environment by supplementing it with virtual elements. Many companies have successfully applied augmented reality technology, and this paper presents some examples of the possibilities of using AR technology in multimedia marketing. Therefore, the development of multimedia marketing is becoming increasingly dynamic thanks to continuous digital advancement, and augmented reality is becoming an indispensable tool in creating interactive user experiences. This paper aims to explore the digital advancement of multimedia marketing with a focus on the application of augmented reality technology and to identify key elements of success and challenges in its implementation in marketing campaigns. In addition to secondary research, primary market research on augmented reality was also conducted, and the collected data and their interpretation significantly contributed to a clearer understanding of the topic. The study established a positive perception of respondents towards augmented reality technology. Still, it also highlighted the need for additional market education to increase awareness of augmented reality's numerous advantages and possibilities. This paper contributes to the understanding of the application of augmented reality technology in multimedia marketing and emphasizes the potential for developing and improving marketing strategies.