A multi-user augmented reality (AR) system operates without a previously acquired common reference by generating a reference image on the fly. The reference image is produced by capturing at least two images of a planar object and using the images to determine a pose (position and orientation) of a first mobile platform with respect to the planar object. Based on the orientation of the mobile platform, an image of the planar object, which may be one of the initial images or a subsequently captured image, is warped to produce the reference image of a front view of the planar object. The reference image may be produced by the mobile platform or by, e.g., a server. Other mobile platforms may determine their pose with respect to the planar object using the reference image to perform a multi-user augmented reality application.