McDonald's is rolling out new packaging with QR codes on everything. Scanned using a smartphone app, each code links to a different information page. Right now the focus is nutrition. Scanning, say, a Big Mac QR code will provide nutrition info on that sandwich. But I can see this becoming used for more things in the future, should it prove popular. For instance, imagine an "interactive" version of everybody's favorite promotional game Monopoly, with electronic game pieces you access by scanning.
It'll be interesting to see if this goes anywhere.