Fujitsu demonstrated their new Invisible QR Code for interactive television ads at CEATEC see video here: http://bit.ly/QNEB8j
Fujitsu has developed an interactive technology that would bring the viewer the same opportunity for a second-screen experience, without intruding into their first screen experience. The new technology would add lights that are discernible to a phone camera but not to the human eye to a video stream, creating, essentially, a scannable light-based QR codes.
According to Fujitsu [.PDF], this technology would enable brands to ‘embed coupons or URLs into TV commercials, and distribute the additional information from television sets directly to viewers’ smart phones.’ Viewers could scan their TVs and receive the coupons from 2-3 meters away. As this technology doesn’t include on-screen prompts, adaption rate would be directly linked to awareness of the product, a potential challenge. The strength of the technology is the potential seamless viewing experience it could provide to consumers.