The '2D barcode technology' developed by NeoMedia Technologies enables mobile phone users to access web-based content by pointing their phones at specially created barcodes on print products.
In the UK, The Sun has previously displayed such a barcode and the daily freesheet CityAM has a specially created barcode on its front page.
CCgroup is leading the retainer account in Europe and the US in co-operation with US agency Interprose PR.
The agency is targeting mobile phone operators, mobile device companies, and the media and advertising community to build awareness.
NeoMedia hopes to position itself as the leader of 2D barcode technology, ahead of competitors such as Scanbuy.
CCgroup managing director, Richard Fogg, predicted 2D promotional codes would soon be widely used. 'I truly expect my mum to be using them in 18 months' time,' he said.
2D barcoding technology can be used by any mobile operator in the world. The reader technology is compatible with most mobile camera phones but currently has to be downloaded. Phones with the reader embedded are expected in early 2009.