I think we have a UK magazine first at work.
Kerrang magazine have started to print 2D barcodes (QR codes in this case) in the magazine to drive people to mobile content. They are being marketed as K! codes. The first act to be showcased this way is Fightstar.
The magazine is pushing the Kaywa Reader via a shortcode (text “Kerrang” to 86145 in the UK )to be able to use the barcodes.
I’ve tried the barcode with the builtin barcode reader on my Nokia N93, but unfortunately it isn’t compatible at present. I’ve had a word with the mobile team (they’re only a few desks away from me), and they are looking to fix for future issues, which is really cool!