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QR codes have been exhibiting an uncharacteristic characteristic lately—they've been not sucking as much. We had the Korean retailer's 3-D sunlight-activated QR code, which was scannable only at lunch, when the shadows lined up. Now, we have this Guinness QR code on a beer glass, dreamed up by BBDO New York. It's literally activated by the product—you pour a Guinness into the glass, and the beer's black color fills out the code. (Those inferior amber-colored beers are useless here.)
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