Andrew Couch of CandyLab, an Arch Grants recipient, explains that we are curious creatures and how that curiosity can be piqued by augmented reality and gamification to maximize our relationship with companies. TEDxStLouis was held at MX Movies in downtown St. Louis, Missouri on 9.19.13. In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)