Ride Snowboards has launched a two-page magazine advertisement (below is just the left-hand page), which features a Microsoft Tag .
Admittedly, I may be a bit older than the company's target demographic, but I do not believe a younger person could easily read the descriptive text that accompanies the Tag (the three microscopic lines of text beneath the code which, I believe, reads, "Snap the barcode with your smartphone to access exclusive Ride content). Maybe Ride assumes that its target audience is already familiar with Tags, or 2D codes in general, and there is no need to waste real estate to make the descriptive text larger, but I hardly believe the need for space is an issue with this ad. Also, why display the Tag in the upper left hand corner of the left-hand page? I do not believe this is the focal point of a two-page magazine spread.
More important than the above, what is the call to action for this ad? Exclusive Ride content? If that's the case, 1) why bury it in smaller-than-footnote-sized type and 2) is "exclusive content" really enough for a non-customer to take notice of the product or company and act on it? I am of the mind that something more or truly different needs to be offered.
As stated in previous posts, 2D codes are just a gateway. If an objective of advertising is to attract consumers and move them further along the purchase decision process then the strategy and creative need to go much further than the code itself.