QR Codes Used To Promote Passion Pit Album

Columbia Records and We Love Mobile are using mobile QR (Quick Response) Codes to support sales of Manners, the debut album by Passion Pit.
The rich mobile codes feature artwork from the album, and will be available via posters, flyers and printed marketing collateral, as well as via the web, including the Passion Pit Myspace and Facebook pages. New codes will be posted over the coming weeks, each one revealing a new free track or video. To maximize reach, fans can also use a standard Shortcode text MANNERS to 88600 – or URL (passionpit.mobi) – to access the same content.
The campaign is being run in partnership with 7Digital and independent record stores throughout the UK, delivering online and offline discounts for Manners as further reward for interaction with the campaign.
Users will be encouraged to interact with the codes to download exclusive content directly to their phones. They will also be pushed links and money off vouchers to paid-for downloads via partners, including a reduced-price full album. All mobile interactions and downloads are trackable, and Sony Music and We Love Mobile will be closely monitoring and assessing response rates and ROI across the campaign.