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400 million QR codes coming to Pepsi packs
Game on

By Jo Best

Published: Thursday 06 November 2008

Thirsty UK consumers will be able to access games and other entertainment from their mobiles as Pepsi introduces QR codes to its drinks packs.

QR or quick response codes - a type of 2D barcode - can be photographed by cameraphones and unscrambled to transfer information, typically URLs or adverts, to a user's phones.

The QR codes will be printed on 400 million packs of Pepsi, Diet Pepsi and Pepsi Max, according to the soft drink maker.

Consumers who photograph the QR codes on their mobiles will be taken to content including Pro Evolution Soccer and Project Gotham racing, ringtones and wallpapers. Repeat QR code snappers will get extra bonuses, according to Pepsi.

While QR codes have been widespread in Japan for many years, Pepsi's foray into the technology marks their first major use in the UK.

Harrods also deployed QR codes earlier this year to promote the shop's Design Icons exhibition.