Here's a great case of integrating a QR code for content creation, discovery and digital product delivery.
The idea was to add a personal message to a gift, purchased at JCPenny store. Long gone a hand-written cards added to wrapped gifts! New technology offers an extra benefit of adding your voice message. You first scan a QR code, visit mobile page, enter your phone number and receive a phone call. During the call you're prompted to record personal greeting message.