QR Use Case: Pathe Uses QR Codes to Promote Vampire Movie

From Mobile Marketing Magazine:
"Arena BLM, the Havas-owned “performance media agency”, is to run a QR (Quick Response) code campaign to support the launch of Path�s ‘Blood: The Last Vampire’, which opens in UK cinemas on 26 June.

The movie is an adaptation of the 2000 animated Manga film of the same title. It tells the story of Saya, a 17-year old girl who harbours the tormented soul of a 400-year old ‘halfling’ (half vampire, half human). In her quest to destroy the evil matriarch of all vampires she forms a friendship with the young daughter of an American army general.
Path�will use QR codes on outdoor and print advertising, where the user can scan the code through a mobile phone. If the phone has a QR Code reader installed, it will recognize a URL embedded in the QR code, which links directly to a dedicated mobile Internet site.

The site allows movie fans to watch the trailer directly on their handsets and download themed wallpapers. There is also a link to a ‘Create your own comic strip’ viral, which allows users to ‘mash up’ individual scenes from the first five minutes of the film and the original Manga version. Users can create their own adaptation by dragging and dropping the scenes into their own storyboard."