Techniques for augmenting an image of an object captured and displayed in real time with associated content are disclosed. In one embodiment, the method for augmenting the image includes receiving information defining a sampled frame of a video being captured by an electronic device in substantially real time, determining information representative of an object captured in the sampled frame based on the received information, causing the determined information to match stored information defining a plurality of items to locate an item matched to the captured object, retrieving content associated with the matched item, and providing the retrieved content for display with the captured image on the electronic device. The retrieved content may be rendered in an overlay element that overlays the captured image displayed on the electronic device. The rendered content is configured to enable a user to interact with the content.