A method for generating and viewing on a handheld device a 3-D augmented reality feature containing a rich media message that is linked to a physical object comprises the steps of: a) by a first user: i. Taking a picture of a physical object; ii. selecting an augmented reality theme; iii. attaching the rich media animated object to the image taken, in the desired position and location on the physical object; iv. generating a reach media message from the augmented reality image obtained in step (iii); iv. optionally attaching an additional file to the rich media message; v. Transferring the physical object to a second user; and vi. sending to said second user a message via a communication channel, which contains the augmented reality rich media; b) by the second user (the recipient): vii. viewing the physical object received from the first user, using an AR viewer in the mobile phone camera, thereby to see the augmented reality rich media appearing on said physical object.