This, but I'd go even further. Wny not test run it by developing a hyper-local market first? You could make QR codes for neighborhoods and paste them up on telephone poles. Have a photo element to encourage people to post pictures of themselves there, or something they're seeing. Encourage people to make their own QR codes as well. Userland QR codes for local bands and pubs, etc. Not just products. Once the ball gets rolling in one town, who knows?