Pepsi in the UK uses clickable soda cans.

A thank you to BP for the point.

What is brilliant about the Pepsi campaign is that they have turned a bug into a feature.

In the copy, Pepsi says "We know that this won’t work for everyone and you might have to try a couple of different routes but hey this is new technology."

Market influencers think it's cool to be able to do something before any one else can do it. In the case of the iPhone, those were the evangelists who paid for the privilege of getting it first. Evangelist drive word of mouth and viral campaigns.

That's one way that clickable print becomes part of social media.

Welcome to Pepsi.co.uk:
"That black and white chequered board thing that you have seen on your Pepsi Max and here, is a QR Code and put simply they get you quicker access to cool stuff on your mobile without the fiddly hassle of thumbing away on your mobile. Just scan the code . . . et voila – that’s what I am talking about.

That black and white chequered board thing that you have seen on your Pepsi Max and here, is a QR Code and put simply they get you quicker access to cool stuff on your mobile without the fiddly hassle of thumbing away on your mobile. Just scan the code . . . et voila – that’s what I am talking about.

We know that this won’t work for everyone and you might have to try a couple of different routes but hey this is new technology. Handset compatibility is improving each day and some phones come with it pre-installed – so check first

So grab yourself some software and away you go!

We know that this won’t work for everyone and you might have to try a couple of different routes but hey this is new technology. Handset compatibility is improving each day and some phones come with it pre-installed – so check first

So grab yourself some software and away you go!"