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.

Here's another example of Youtube page takeover for the movie The Expendables with Stalone.

Uniqlo is a company that's not afraid to test unorthodox interactive ideas. One is a clock widget embeddable into a webpage. It's simple but aesthetically pleasing application with Japanese girls dancing. The widget was installed to around 250 000 unique pages and was viewed at least 100 million times.