1. A system comprising: one or more computer processors; and one or more computer-readable mediums storing instructions that, when executed by the one or more computer processors, cause the system to perform operations comprising: receiving, from a client device, a content identifier captured by an optical sensor of the client device, and a template selected by a user of the client device, the template corresponding to an interactive feature; generating, based on the template and the content identifier, a content dataset; providing the content data set to the client device, wherein the client device uses the content dataset to display a three-dimensional virtual object that provides the interactive feature on a display of the client device over a real-time image of the content identifier captured by the optical sensor of the client device.