Vodka brand Belvedere is spreading the word about a line of its special edition bottles with mobile bar codes.

Belvedere is using QR codes to bring its static pages to life with musician Usher. The campaign is being used on the company?s line of Product Red products, which helps invest in HIV/AIDS research in Africa.

"Belvedere is a global community and as a global brand, we will continue to work with (RED) on making this partnership a success that will hopefully begin the first AIDS-free generation in 2015," said Charles Gibb, president of Belvedere Vodka, Los Angeles.

Belvedere Vodka is a line of high-end vodka.

Red action
The QR codes are placed in magazine advertisements in the bottom left-hand corner of the page.

The focus of the ads is on Usher, who is prominently placed in the middle of the ad, and a specialty bottle of the liquor sits next to him.

Once scanned, the QR code takes users to Belvedere?s mobile-optimized Web site, where they enter their birthday to check that they are above the legal drinking age before watching a video that promotes Usher?s partnership with Belvedere.

The mobile site also features a spot where consumers can like the Belvedere brand on Facebook.

On the site users can learn more about the Belvedere special edition product and the company.

The mobile site also gives users a group of tasting notes that describe the smell and taste of the vodka.

Because the Belvedere product is from the global organization RED, 50 percent of each purchase goes directly to the organization to help prevent and treat HIV and AIDS in Africa.

Users can also view cocktails and recipes on the site and learn about the company?s other vodka products.

Simple message
Mobile bar codes are a tricky platform for mobile marketers and it has yet to be seen how effective QR codes are.

The key to effectively using QR codes to leverage a brand is to keep the marketing message simple.

In the Belvedere example, the QR code leads to an optimized page with information both about the campaign being advertised and with additional information.

Additionally, the QR codes say ?Get more? next to it in the ads, showing consumers what the mobile bar codes do and gives them a sneak peek at what to expect.

"Belvedere RED gives consumers the opportunity to support the fight against HIV/AIDS in Africa while we as a brand donate to the Global Fund," Mr. Gibb said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York