Welcome to the world of Matrix/2D Barcodes. When scanned, this code will open content on your phone's internet browser—and often this content comes in the form of video, editorial, coupons and such.
Matrix codes are relatively new to the scene here in the US. In a recent survey, nearly 57% of smartphone users have scanned at least one mobile barcode. They are rapidly becoming popular as a means of quick information access. Rather than waiting to get on a computer, consumers who have smartphones and the appropriate apps can have near-instant access to more information while their interest is still piqued.
In addition to providing an added service to consumers, they offer benefits to the marketer. In many cases, advertisers can track detailed demographic information about those who scanned the code and use this to better measure the success of a particular campaign.
Depending on what kind offer or content you have and who your target market is, these might be worth considering in your next campaign.