Real world visit....here have a virtual piece of property

Interesting proposal – visit a real world location with your mobile phone in order to get a virtual piece of property;

“Nike pushes exclusive Mobagetown content via QR scan codes that users entered in-store.”
http://blogs.mediapost.com/mobile_insider/?p=187


Thought some of you might find this an interesting concept and might even be able to implement something into your own businesses.

Interesting to know if anyone else is doing something similar?
eg. visit a real world Ikea store in order to get a 'virtual' piece of Ikea furniture added to your The SIMs virtual property, or visit Hard Rock Cafe in order to get a HRC virtual jacket for your Second Life avatar.

Cheers,
Dean
BTW if you've never heard of Mobagetown check out
http://money.cnn.com/galleries/2007/biz2/0707/gallery.web_world.biz2/26.html
and
http://www.xellular.net/2007/09/focus-on-mobile.html