Even Calvin Klein's trying QR codes on for size.
The fashion retailer - often dinged for racy billboards - has replaced three of its billboards in NYC and Los Angeles with giant QR codes with the headline "Get It Uncensored."
Snap a photo with your smart phone and you get an exclusive, 40-second commercial featuring models that can then be shared with friends via Facebook and Twitter.
Clearly this is a test - I'm not sure a standard-issue commercial is that compelling as a response deliverable to a QR code - TV can do that. But it points to some exciting possibilities for CK.
Indeed, in my new book, THE ON-DEMAND BRAND, I look at highly interactive experiences that brands like Coca-Cola, Domino's and others are enabling through QR codes and other forms of 2D barcodes.
Still, Calvin Klein may just put them in fashion with a whole new wave of innovative brands.
Read more about CK's billboard QR codes here.