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.

Then you send or give the gift to person and make sure he or she scans a QR code. Scanning QR code triggers visit to a website which plays your greeting.

I'd add an option to select a greeting from one of the celebrities.