Square Enix has announced an integrated marketing campaign offering consumers free downloadable smartphone content via QR codes.

The promotional activity is said to be an industry first on this scale, and has been created to promote four of Square Enix's forthcoming PSP titles: Dissidia 012[duodecim] Final Fantasy, The 3rd Birthday, Lord of Arcana and Tactics Ogre: Let Us Cling Together.

The marketing campaign will run across print and online media in the majority of PAL territories from the end of January. Each ad features a QR code allowing consumers to access exclusive content and downloads - including trailers and wallpapers for any of the four games.

Lord of Arcana will launch February 4, Tactics Ogre will hit stores three weeks later on February 25, while Dissidia and The 3rd Birthday will arrive in the months that follow.

It's easy for certain types of advertising to wash over the viewer, but here those who see the ad are encouraged to engage with it and therefore spend more time thinking about the products on offer.