On my way through the Denver International Airport this weekend, I came across a great QR code brand integration. We have been talking about QR codes for quite some time now in DIG and while cool, like most things technology related, if it doesn’t serve a user purpose, it won’t be adopted.

Here are four reasons 1st Bank’s Ad display scores.

Education: Often times, people may not know what this giant barcode is let alone how to use it. The advertisement clearly calls out not only what it does, but how to make it work by suggesting a reader to download.

Purpose: Sure it’s fun to scan, but no one wants to scan a code to the bank’s website to learn about opening an account. In my opinion, this is one of the biggest missed opportunities for brands in uisng technology whether it be an app, a code or a game.

By allowing users to download books for a flight, users not only have a motive to download and receive a free book, but they have a greater chance of remembering who gave this service to them in the first place, creating a sense of brand affinity and loyalty without ever pitching a product.

Real life integration: We all love the web, but for social, mobile and new technologies to grow, we must rely on new and creative mediums to spread our messages. In this case, transforming a traditional ad to something any consumer could interact with and experience beyond a picture.

Placement: This ad was placed directly to the right of the security lines. What else are you doing while waiting in line for security than checking your phone and people watching? There is no better opportunity to grab a consumer than in this airport situation.

What are your thoughts? Are new mediums such as QR code integration still too advanced for the average consumer? Or has 1st Bank it a homerun with their placement and tech-savvy traveler target?