Coming to a supermarket near you...boxes of Kellogg's Special K cereal, which feature a Microsoft Tag. On the back panel of the box, in the lower left hand corner, is a Tag which is accompanied by a block of copy that thoroughly explains the code.
What's different about this campaign is that it is co-branded with Lucky Magazine. Here's how it works...when the Tag is scanned it resolves to a video that shows Lucky Magazine editor at large Elise Loehnen talking about finding figure-flattering jeans. This ties in directly with the company's "Jeans Don't Lie" campaign, because the premise of the campaign is that by eating Special K for two weeks a person can drop a jean size.
Kellogg's does a great job explaining the code and providing instructions on how to scan the code. Also, the placement of the Tag, the associated copy and the Lucky Magazine logo all work well with the main creative on the back panel. This was not an after thought.
To date, I have yet to see any co-branded 2D campaigns like this one, but it's my belief that more are on the way. To co-brand a 2D campaign should be no different than co-branding a traditional campaign. When done correctly, as it is here, the customer experience can be truly enhanced and both/all brands can win.