Arena BLM, the Havas-owned performance media agency, is to run a QR (Quick Response) code campaign to support the launch of Path's  Blood: The Last Vampire, which opens in UK cinemas on 26 June.
The movie is an adaptation of the 2000 animated Manga film of the same title. It tells the story of Saya, a 17-year old girl who harbours the tormented soul of a 400-year old halfling (half vampire, half human). In her quest to destroy the evil matriarch of all vampires she forms a friendship with the young daughter of an American army general. 
Path will use QR codes on outdoor and print advertising, where the user can scan the code through a mobile phone. If the phone has a QR Code reader installed, it will recognize a URL embedded in the QR code, which links directly to a dedicated mobile Internet site.
The site allows movie fans to watch the trailer directly on their handsets and download themed wallpapers. There is also a link to a Create your own comic strip viral, which allows users to mash up individual scenes from the first five minutes of the film and the original Manga version. Users can create their own adaptation by dragging and dropping the scenes into their own storyboard.
The QR execution forms part of a wider campaign running online, on TV and through a movie fan page on Facebook. The TV campaign will run on satellite and cable television during programs such as Lost, Buffy and Family Guy. The outdoor work will run nationally on six-sheets, while the print campaign, also containing the QR code, will appear in magazines including Nuts, Sport and Time Out. Online activity includes social networks, gaming, film and music websites, such as MySpace, UGO and Monkey Digital Magazine.
The technology is spot on for our primary audience of Manga fans who are technologically savvy and more likely to have redeemed QR codes in the past, says Arena BLM Account Manager, Amy Matthews.