This Ad was featured in an article today in the NY Times. Although I'm not a fan of Scanbuy or these particular 2D barcodes due to their closed capacity, they managed to get themselves in the new March Esquire. Readers can scan the codes and receive styling advise relating to the products. I'll have to see this first hand before I can fairly critique it. Chances are that the content is just a bunch of overpriced creative fluff that as agency came up with and will provide ZERO value to the consumer.
MY 3 S's of mobile content.
Let's hope that Esquires campaign follows these guidelines and pushes the ball in the right direction for future "print to smartphone" projects.