Sports Illustrated’s widely anticipated swimsuit issue may need no
introduction, but SI is heavying up promotion this year anyway,
using mobile barcodes for the first time to promote the
issue.

 
Print ads containing the promotional barcodes will begin to appear
Jan. 25, two weeks before the issue’s Feb. 9 publication date. The
ads will run in SI and other Time Inc. titles like Time, People and
Fortune.

 
The barcodes also will appear on Las Vegas hotel room keys and in
New York City subway car ads.

 
Users who snap a photo of the barcode with a camera phone will see
photos of this year’s “rookie class,” or first-time swimsuit issue
models.

Welcome to the 2000’s. Erm, 2010’s.