Yeah they did it last year and it failed because everyone just went online and got the news - before the barcode even went up...
But yeah it seems to be a new way of advertising, Lucozade have started doing it now and it's quite cool.
It'd be awesome.
Or even if they just put random posters everywhere like all around the England, Scotland, NI and Wales and didn't say what it was for.
Just like a blank page with a barcode and maybe a C5 Logo at the bottom and everyone is like 'WTF?' and scans it and it brings them to: