QR “quick-response codes” will be integrated with Fox’s advertising campaign to promote its 2011 fall season lineup. CBS has previously used QR codes for its shows, and now Fox will actively use the technology.

Known as Fox Codes, consumers will be able to use their camera-enabled smartphones – from a downloadable “QR Scanner” app – and scan magazine ads and static billboard ads of Fox shows such as “Lone Star,” Fringe,” and “Glee.” 

Media Daily News reports that users of the Fox Codes will have access to additional show materials including “videos, first-look photos, behind-the-scene footages and exclusive cast interviews.”

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