Bar Codes Add Detail on Items in TV Ads

I have believed this for sometime that we will be interacting with social and mobile while watching TV.
The 45-second commercials by the online fashion retailer Bluefly show snippets of its “Closet Confessions” interviews with designers and celebrities like Bethenny Frankel, who appeared on “The Real Housewives of New York City,” and the Olympic figure skater Johnny Weir.
When the cellphone is pointed at the on-screen bar code (QRCODE), the user is linked to a complete closet-baring episode, which can run as long as five minutes, and offered a $30 discount on a $150 purchase at bluefly.com, which sells designer and other branded clothing and accessories.
more on the NYTimes