What’s black and white and read all over? The emergence of QR (quick response) codes is threatening to write a new punchline to the old joke. First developed in Japan as a means to track vehicles during automotive manufacturing, these twodimensional barcodes have, over the last two years, been embraced by a variety of industries as a way of encouraging consumer interaction. The use of QR codes as a tool for marketing has been made possible with the rise of the smartphone and associated apps. Today’s smartphones effectively provide users with a bar-code scanner – such as ScanShot – in their pocket, and pioneer marketers have been quick to see the value of harnessing this ubiquitous technology.