Here's something new...a non-profit charitable organization making use of a 2D barcode. The American Cancer Society is currently promoting its Making Strides Against Breast Cancer walk, and the billboards used in the campaign display a QR code which, when scanned, resolves to a page that provides addition event information.
While the billboard creative looks great and the code is nicely sized and positioned in the lower right hand corner, the scan rate might not be as high as what marketers at the American Cancer Society hope for, because no instructions are provided on how to scan the code. All the billboard says is "Snap the smartphone code to get more information and start saving lives." What reader app should a person use? Where do they get one? If a person doesn't have a smartphone can they still find out more information even though there is a URL address higher up on the billboard? With respect to the code's call to action, "start saving lives," it is certainly powerful and reason enough for people to scan the code and learn more.
It would be interesting to know if the American Cancer Society plans to use more QR codes at the event itself.