Tone Skin Care, a division of Dial, is engaging Walmart consumers in-store via QR codes, that when scanned, unlock exclusive video content featuring singer Sara Bareilles.

The company partnered with Kickanotch for the mobile initiative. The mobile bar codes unlock content featuring Ms. Bareilles, who is also the company's spokeswoman, talking about the promotion and letting customers know how they can enter for a chance to win a prize pack to see her in concert.

?This ad campaign with Propaganda Inc. and Dial is unique because with the in-store displays, we can track exactly where and how people are using the QR codes with the brand throughout the store,? said Andy Lynn, CEO at Kickanotch, Roeland Park, KS.

Propaganda Inc. is an advertising and branding company with clients including Dial Corporation and Tone body wash, Finish Line and Bennigan?s Grill & Tavern.

In-store campaign
The promotion lets users scan QR codes from displays in Walmart stores while shopping.

Once users scan the mobile bar codes, they are prompted to watch an exclusive video clip from Sara Bareilles.

After watching the video, users can enter for a chance to win a trip to see Ms. Bareilles in concert, including travel expenses and $1000. Users can also share the video on Facebook.

?Tone wanted to push their products in an interactive way and wanted to use mobile to meet the increasing needs for their consumers who are on the go,? Mr. Lynn said.

On-the-go shoppers
This campaign with Tone is an example of consumer brands finding targeted, new ways to reach consumers via mobile devices.

Similarly, Procter & Gamble recently rolled out the My Beauty Adviser app that helps consumers find answers to beauty problems while on the go.

Additionally, Soap.com, Maybelline and Garnier have also created apps and mobile tools to meet the demands of consumers on the go with convenience and additional ways for them to engage with the shopping experience.

?We wanted to create a campaign that let users find new ways to engage with the Tone brand, but more specifically we wanted to see what kinds of mobile are effective,? Mr. Lynn said.

?With the geo-tracking displays, we?re able to see exactly where and how users are engaging with the QR codes, which will help us better understand user habits,? he said.