BBDO, an advertising agency based in New York started a campaign by creating a QR Coded cup, that is designed to work only if it’s full of Guinness, pilsner or lager will not do.
When the glass is full of Guinness, the code is activated. The user scans the code and is directed to a mobile-friendly website, so they are allowed to broadcast social media messages and download exclusive content via their cup. When the QR code is scanned, information about your pint is posted to Facebook, Foursquare, Twitter and downloads promotions and coupons to your device.
The campaign is tied with the product, because you need to order Guinness to participate and it was a success, even though the cups were available in a small number of bars.