In this month's issue of National Geographic Kids, the publisher uses a QR Code to enhance, and bring to life, one of the magazine's feature stories. What I like about this "campaign" is that the publisher has provided children and adults with five simple, yet detailed, steps on how to make use of the QR Code (see second image below).
The video could have easily been linked to the magazine's website, another video about lions, a page to purchase a book on lions, a discount to a local zoo to see lions in person, a social share widget, etc., etc.
When I first saw the level of detail in the code scan instructions, I thought, great, this publisher gets it, but it did not take long for my excitement to get dashed to pieces.
2D Barcode Litmus Test: FAIL