Columbia Records has teamed up with We Love Mobile to launch a campaign for Passion Pit’s debut album. It involves splashing special codes based on the album artwork on posters, flyers and print adverts. When fans capture the codes using their phone cameras, they’ll be able to download exclusive content, and get links to buy the full thing. What if they don’t have the necessary QR code reader software on their phone – as many won’t? They can simpy type in a mobile URL instead.
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