Although this certainly won't go down as the first attempt
to integrate cellphones
into discrete marketing
, Japan's largest online shopping mall operator is apparently taking advantage of the country's oh-so-superior handsets
and offering up tantalizing "promotional videos" for consumers who snap pictures of ads. Rakuten is reportedly set to hand out thousands of pilot issues of a magazine, Zero90, in hopes that mobile-wielding readers will snap photos of certain articles in exchange for a
intellectually stimulating media clip. While this sounds an awful lot like QR codes
, the actual technology used in the pages isn't mentioned, but we do know that Japan-based Clementec is behind it -- and you thought print media had too many plugs as is.