Okay, they're definitely just gimmicks to draw folks out to retail locations and/or buy physical versions of the film, but it's almost certainly something that won't be included if you stream the movie in the future. More to the point, it shows how easily companies can fold these experiences (really, advertisements) into their marketing ploys -- and how Facebook's bet on augmented reality tech is paying off, making it the AR app of choice for News Feed ads, movie posters and now, dinosaurs.