In the promotion category, Mars Canada and Proximity Canada, the second runner-up, placed QR Codes on billboards throughout the city of Toronto, as part of the "M&M's Find Red" campaign (see image below).
Lastly, speaking of awards, please submit your nomination for the 2nd Annual Best Mobile Barcode Campaign Award by Friday, December 23rd. This highly prestigious award (my humor) will be bestowed upon the one campaign, regardless of industry or orientation (i.e., B2C or B2B) that goes above and beyond in delivering value, relevance, benefit and meaning through a seamless interactive experience via a 2D barcode. Who will take home the check for $250,000 (my humor again)?
Note: Because I did not review all 56 of the MMA award campaigns in depth, others may have used 2D barcodes as well.