Recently, the Park Lane Hotel placed this QR Code-based advertisement in The New York Post, and I like it because it is simple yet effective.
When the code is scanned, the reader of the ad is linked to a very well designed mobile site. At the top of the site, there is special offer copy (25% off any room, any rate in the hotel) that links directly to the copy found in the ad. Beneath the special offer copy there are navigation tabs for: Specials, Reservations, Accommodations, Location, Photo Gallery and Home. In each section, there is plenty of additional information about the property, all laid out in an easy to view and navigate manner.
What I love about this application is that it is so basic, delivering the exact information that a traveler/tourist wants and needs, as well as a special discount. Win, win. The only other item I might have included on the mobile site is customer reviews. Travelers/tourists are always interested in what others have to say about a hotel, restaurant, city, landmark, etc. so, why not include it here? Also, as much as I advocate attaching a line or two of descriptive and/or instructional copy adjacent to a code, in this instance, I believe, it works without, because the idea behind the ad is that it's all about a secret.
For companies in the hospitality industry, this is a 2D barcode campaign to replicate.
2D Barcode Litmus Test: PASS