The press is saying that a new title by Rachael Ray, The Book of Burger, has QR Codes that enhance the reader experience. When I previewed the book on Amazon.com, I do not see any QR Codes, only Microsoft Tags. Using the Microsoft Tag reader software you can actually scan the Microsoft Tag dislayed in the video (42 seconds into the video).
Atria Smart Books series, are titles that use Microsoft Tags codes to allow readers with smartphones to scan a Microsoft Tag code and jump to video that expands on the material in the printed books.
Atria is refining the approach with a new title by Rachael Ray, The Book of Burger, to be published June 5. The Microsoft Tags in the book lead to seven videos that the chef made exclusively for the book.