Making Print Interactive

We've been reading about QR Codes, SMS codes, and other ways to make interactive calls-to-action a working part of print media. The latest example comes from today's NY Times, which describes a program being tested by Rolling Stone and Jan Wenner to increase the value of print advertising in their magazine. 

In this case, you take a picture of various ads with your cell phone and email it in, and a photo recognition service (SnapTell, check them out here) translates what you've sent and forwards you more information.

This is a great idea that I wold have assumed would need QR codes to make it work. This service does not use QR codes. If the photo recognition software the Snaptell is using is powerful enough, it could do away with the need for QR codes or SMS short codes to add customized CTAs to print, OOH and packaging, and really accelerate the use of user-captured imagery to drive dialog between consumers and brands.