Below are the slides and the transcript of the Ignite talk Maarten Lens-FitzGerald gave at this year’s WPP Stream event (read what else he did, in his own words, here).

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Giant Rabobank safe marks the spot [for game play] at the Efteling.

In fact, the Walt Disney Company was the first to rake the AR plunge, producing layers for both Disneyland and Walt Disney World last year to help guide visitors around the parks’ many attractions.

Yesterday, however, the Netherlands’ own [fairytale] theme park destination, the Efteling (in cooperation with Dutch bank Rabobank), took its augmentation to the next level by creating an AR game experience for visitors to play on their mobile devices.

The layer, Feetje en de Kluis, aka “Fairy and the Safe” in English, includes an interactive game where you have one minute to collect and save as many coins as possible while avoiding the witch, who will steal them from you if you run into her. There’s also as an interactive audio fairytale about teaching a witch to save money (presumably so she won’t have to steal anymore).

You can launch the fairytale from any location, but in order to play the game you must be in front of the giant Rabobank safe/ATM near the entrance of the Efteling.

Check out this video (in Dutch) that illustrates the Efteling’s magical Layar integration:

Longtime Layar Partner TAB Worldmedia worked with the Efteling and Rabobank to create the Feetje en de Kluis layer. You can check out other cool projects from the folks at TAB Worldmedia on their blog, or follow them on Twitter.

From Jan Rothuizen’s AR(t) exhibition at the Stedelijk Museum.

A healthy number of museum-related layers already exist on the Layar platform. The Andy Warhol Museum layer displays important Warhol points around the city of Pittsburgh, Jan Rothuizen’s ARtours layer augments the Stedelijk Museum here in Amsterdam and Sander Veenhof and Mark Skwarek’s “uninvited” exhibition is on display at MoMa in New York City.

While most of our early adopters have focused on art museums, AR has a massive amount of potential for all types of museums.

If you’re not yet convinced, take it up with Paul Stork and Ebelien Pondaag of  Fabrique, members of the Layar Partner Network. The pair is presenting a paper titled Augmented Reality and the Museum Experience (which you can read here) and is hosting a workshop this week in Philadelphia at the Museums and the Web 2011 conference.

We’ll post Fabrique’s presentation slides later this week, so keep an eye out.

Augmented reality is gaining popularity in the corporate promotion and advertising space, and Layar is a common solution for many companies. One such example which just launched this week is that of Enel, Italy’s largest energy provider, and the second largest in all of Europe.

The company’s vision for 2011 is to inspire “a future built on sustainable well-being” - a dream they say has persisted throughout the years. A TV ad shows a boy in the past tossing a paper airplane into the air and through time as it eventually lands at the feet of a boy in present day.

To help with the campaign, Enel is enhancing their billboard advertisements in airports across Europe with an augmented reality experience built on Layar. The billboards feature a marker which encourages viewers to download Layar and launch the Enel layer for additional information.

You can see the same paper airplane from the ads floating around you, and can click it to watch the video on your phone. Other 3D models include videos and information about electric vehicles and the smart grid.

You can view some of the videos at Enel’s website, and the billboard ads can be found in airports in London, Pairs, Madrid, Barcelona, Frankfurt, Brussels, Bucharest and Moscow.

On your mobile device? Click here to launch the Enel layer now!

In the age of digital media where smartphones and tablets constantly fill our brains with rich media experiences, it is at times relaxing to escape the information overload with classic technology. Books!

And, boy, do the Dutch know how to show their appreciation for their literature. Starting with the inaugural event in 1932, the Netherlands has hosted Boekenweek, or “Book Week,” each March, with the exception of a few missed years early on. This celebration, which actually lasts 10 days, honors Dutch literature with a wide range of events, including book signings, galas and debates.

Since 1947, the festivities have been kicked off with the Boekenbal, or “Book Ball,” a highly coveted “Who’s Who” event for writers, publishers and famous Dutch people. A tradition among attendees of the Boekenbal is to steal a piece of art at the end of the night, and artists are asked to create works of art specifically for this purpose.

This year, one of the artists asked to contribute was Sander Veenhof, who you know from his augmented reality art projects like the Pentagon/White House Infiltr.AR and the Museum of Modern Art AR Exhibit. Veenhof created a virtual piece of art from the various pieces at the Stadsschouwburg, the venue for the Boekenbal. By using Layar, visitors could see the works and take a virtual piece home with them.

But the most remarkable piece of virtual art on display at the Boekenbal earlier this week was the tribute to the late Harry Mulisch, one of the most famous writers in the Netherlands. For over 50 years, Mulisch was a guest at the Boekenbal, and in recent years would take his place sitting on the staircase of the Stadsschouwburg.

Veenhof brought this memorable sight back to life with augmented reality, allowing the Boekenbal guests to relive their moments with Mulisch. One special guest, the late author’s son, provided an emotional moment as he opened Layar to see his father back in his rightful place on the stairs.