Here's an insightful interview with Droga5 guys and video from the same agency about the integrated campaign for Bing and Jay-Z new book.

Axa Insurance launched quite an exciting integration with iPhone as a video player and a magazine ad as a background layout.

I’d bypass QR code and let viewer send a picture of the ad by MMS to an email address. There it’d be automatically recognized and replied would be sent with link to a video.

Irish folks had a chance to play with interactive billboard which featured a new Civic and a message to "wake the beast".

To do just that, one had to text START to shortcode 51500 and experience the revs of the car. Along with that link to the mobile site was sent, where one can order a brochure and signup for a test drive.