Electronic Arts, the producer of video games, is now using QR codes on some billboards to promote its latest game, Medal of Honor. This one was spotted at a bus stop shelter in New York.
In regard to the code, once scanned, the reader is shown a 30-45 second trailer for the game, but that's it. No real incentive is offered for someone to learn more about the game and possibly make a purchase. In an instance like this, I believe it is perfect for offering an mCoupon, or even to have some sort of contest where the winner either gets the next edition of the game for free, a certain dollar amount in EA game software, or even a trip to visit a real U.S. Army Special Operations base here in the U.S. (the game is based on Spec Ops).
With incentives and offers galore in direct mail, email, banner ads, landing pages, etc., why not with 2D ads?