The Wildlife Conservation Society (WCS), the organization behind New York's zoos and aquariums, uses a QR Code on the back of their membership card, and the experience triggered by scanning the code is spot on.
When the QR Code is scanned, members are brought to a mobile web site, which features links to the aquarium and zoos that are part of the WCS (Bronx Zoo, NY Aquarium, Central Park Zoo, Prospect Park and Queens Zoo). When a venue is selected, information pertaining to directions and hours are given. Specific to the Bronx Zoo, more detailed information is given, such as Plan a Trip, Hours & Rates, Directions, Animals, Exhibits and Event Calendar. Under Plan a Trip, additional information is provided, which includes: Programs and Tours, Zoo Map, Dining Options, Accessibility and much more. Also on the mobile site are widgets to share the experience/information socially via Facebook, Twitter and YouTube.
What makes this a great interactive (and meaningful) experience for members is that there have been no 'information' stones left unturned. Just about any question to be had can be answered via the easy to navigate mobile site. Could the site/experience have been bogged down with videos of the animals or exhibits, sure, but there is no need for them. Here it's all about information delivery, nothing more, nothing less, and the site/experience does just that. With respect to videos via a code, there's a time and place to use them, not every situation calls for them.
What I also like about this campaign, and the value that QR Codes offer in general, is that there is no need to type in a URL address to access the mobile site...just scan the code and go.
Lastly, it's worth noting that the venues themselves make use of QR Codes on exhibit and directional signage, as well. Did someone say integration?
2D Bar Code Litmus Test: PASS