A very innovative piece of marketing by those guys and gals at Calvin Klein Jeans. For one week only they have replaced several of their billboards in New York and LA with a QR code. Smartphone users can scan the code on the billboards and view an exclusive commercial on their phones which they can then share with their friends on Facebook and Twitter.
Despite the fact that Smartphones are still quite uncommon and most people cannot view the video, the campaign succeeds at generating a buzz and getting people talking about the brand. I’m sure passers-by are a lot more likely to stop and take notice of these giant codes than they are a typical billboard, even if they don’t know what the codes mean. Kudos Calvin Klein.