1) You are, as SFK's Francisco Hui points out, going to break your neck trying to snap the code in order to access the content. However engaging and valuable it is, it is unlikely to keep you amused while you're in traction having gone headfirst down a flight of stone Subway steps.
2) A QR Code, like anyone who has had to scan a barcode will tell you, works best when it is clear. Sticky tape like this absolutely fits in with the feel of the movie, and gives you an excuse to place the ad in a strange place (although I would be interested to see if permission was sought). However, I'd question whether the creases evident in the QR Code itself will allow you to actually capture the code properly and access the content.
Pavement/Sidewalk ads have been used well recently, notably for the launch of Wired Magazine, but has anyone sued a QR Code in pavement advertising (I am betting yes they have in Japan)? Or is it a recipe for people bumpijg into you as you bend over to take a picture of the pavement?
Just a thought.
Great News! QR codes are absolutely on the rise, placing them on guerilla marketing materials such as District 9's tape advertisement is one of many ways these barcodes can be used creatively. These codes are great for advertisers because they are an effective way to add interactivity to any offline media. My company, Mobile Discovery, is currently offering a free trial for advertisers to create, manage, and track QR codes.
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