Today’s New York Times Magazine cover (artwork by Karim Charlebois-Zariffa) has a QR Code composed from colored balloons (image below). You are not alone if you have difficulty in scanning the code on the cover, both Patrick Donnelly of QR Arts and myself had to use every trick in the book to get it to work.
It actually resolves to short video clips specially commissioned for this 10th Annual Ideas Issue of the magazine. There is a good takeaway for agencies here. What works in the studio, with good lighting and using the latest mobile device with a good scanning app, will probably fail in print.
The poor quality image above was taken from Karim’s video “The Balloon Code: The making of the cover for the 10th annual Year in Ideas Issue” (video below). Yesterday I tried to obtain a higher quality image of the cover by emailing Diane Mcnulty, Executive Director Community Affairs and Media Relations at The New York Times but so far I have not even had the courtesy of a reply. (Update: I have replaced the original image with a better one that Patrick sent me).
[flv:http://2d-code.co.uk/images/mp4/nytm.mp4 640 360]