Interactive advertising

I saw this QR code while shopping at Sephora in Oaks Mall. It was the first one I've ever seen in public. I specifically came in to buy this product, but did not know much about it. I was able to take a picture of the QR code with the app and it directed me to a website. The website wasn't functional, which defeated the purpose of the whole thing. However, it does offer an interesting artifact in terms of marketing. Bringing the user into the experience with a kinesthetic interaction allows the user to respond to and recall the information more readily.