Atomic Skis has this print ad running, which features a Microsoft Tag. Scan the Tag and it resolves to a video.
With all of that aside, I wonder if Atomic makes use of 2D for other promotions and channels. For instance, at the ski events, ski locations and or sponsorships that the company gets involved with are any 2D codes used? My thought, they should be and could be if some creative effort were applied, but aren't. While there are some companies that do use 2D across channels, mediums, platforms, etc., the vast majority do not and I believe this becomes more of a disadvantage than any kind advantage, especially if it's all about consumer engagement, interaction, story telling, value, etc., which it should be.