It will take a specific industry or group, for 2d codes to get adopted in the States.
In this case the sports industry explains how they use physical world hyperlinks in magazines to interact with the conusmer.
From CRXssCrossNews Sports marketing uses QR codes
Other ways are for readers of sports magazines to scan our QR code by mobile phone camera and that directs them to our sites. We also run promotions with magazines where we buy space or do campaigns on our service and give them some unique content in exchange.
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