With the new Jake Gyllenhaal movie "Source Code" coming out, you'd be right to guess that its marketing campaign would have a digital aspect to it. Driven by your smartphone, Facebook, and the use of QR codes, you go through a 5-task process that ties you into the movie plot. Once completed, the big payoff is having your Facebook profile picture integrated on the 'Source Code' website, as well as being automatically entered into the sweepstakes to win a trip to the 2012 SXSW Film/Music Festival. Not bad, right?

Though the actual mechanics of it aren't all that exciting, the interface for it is pretty slick, plus fans of Jake won't mind having him thank them over the phone when they complete a task. What makes successful social/mobile marketing is when it lets the audience do the work. They post it on social network sites, they recruit their friends, they sign up for newsletters. When brands let their target audience become their biggest advertiser, they can't lose.

Still to this day my favorite mobile marketing campaign was for Eagle Eye; called "The Eagle Eye Mobile Challenge". After submitting your phone number, you would receive a call and interact directly with characters through 'live' security camera footage fed off their website. It's all scripted, but the supercomputer antagonist of the film would use your own words against you within the video, framing you for a crime, giving you choices that allow you to escape from authorities and eventually clear your name.

It's incredibly clever toward tying audience into the story and engages them like never before. Once you hear your own voice, you can't help but submit a reaction. Playing the game also entered you for a chance to win a $1,000 Circuit City gift card. I'd recommend to anyone to try this game, as it is more of an entertaining experience than 'Source Code', however they've ended the campaign and just have a lame flash game for you to play.

The use of QR codes are going to continue to be an integral part of mobile advertising, as its easy to use and a great platform for creative marketing campaigns. This model for associating QR codes with social marketing will continue to be a popular and effective marketing tool, especially for the film industry. Audiences will always come for prizes, and stay to engage using their web 2.0 persona. If this is the first time you've heard about them, it certainly won't be your last.

So say you are out next time and you see one of these black and white squares that look like an epic game of Dig Dug, use your smartphone and download a QR reader and see where that code takes you. Hopefully it brings you to say... a popular DOOH site.

Blogged by Nick Sears - Senior Motion Designer - rVue