We've seen QR codes come in all shapes and sizes over the last couple of years and just when you thought the medium was wearing thin, along comes a brilliant new creative idea from Guinness.
It's a simple code printed on to the side of a Guinness glass, but the real beauty is that it only works when you fill it up with beer. Not just any beer either because as the creative says if you fill it with a normal larger or any other inferior product, it just won't scan.
Try and scan it when the glass is empty and it won't work either. The code itself takes you through to special Guinness content on Facebook and Twitter, giving you the ability to download vouchers and to invite your friends along to the bar where you are at.
Don't expect QR codes to start taking off in a big way just because of this campaign, but it is refreshing to see a campaign where the product is put at the very center of the marketing. If you want to see how it works have a look at the handy chart that Guinness have produced for you here although we are not sure what Guinness drinking purists here in Ireland will think about this new design.