Online retailer Bluefly has incorporated Scanbuy QR codes into TV commercials that will run on the cable network Bravo. The "Closet Confessions" ads present themselves as content vignettes and can be up to 45 seconds, with full "episodes" running up to three minutes.

QR codes will be incorporated into the ads (see image below). Scanning the QR code gives users access to the longer espisode as well as discounts at Bluefly.com. 

According to the release:

The ScanLife mobile barcodes, or "Quick Response" codes, will appear in the ads through November, giving viewers instant access to additional video content or a $30-off coupon when they scan the codes with their camera phones using a barcode scanning application . . .

[By] incorporating ScanLife mobile barcode technology into the ads, we are taking Closet Confessions one step further by providing viewers with a unique call to action that allows them to instantly access exclusive content and special offers from their phones while they are watching TV. This campaign marks the first time that a retailer in the United States has used Quick Response (QR) codes on television.

Here's how it will look:

Image credit: Bluefly, NY Times

The implementation is novel and attention getting. But the real question is what will it be like for people when the code hits the screen? Most people don't have the app, which the overlay explains how to get (text SCAN . . .). And then, are they going to get up and get close enough to the screen to scan the code? Some (women) will. However SMS would work equally well and be easier (and more mass market) in almost every respect. 

If trials such as this one work well, we'll see this type of thing rolled out widely becuase it creates a very actionable call-to-action. It's not unlike GetGlue and checking in to TV shows and other entertainment content.