Use of Quick Response code in a music video

I've posted this before but felt that it was relevant to the QR code research I'm currently doing, in the video for Metronomy - She Wants at 2:51 a QR code is shown which leads to a download link of the song. I haven't seen anything like this used before in a music video, or in moving image in that the code is cryptic and can only be accessed if the user is paying attention. This creative use of codes gives an idea of exclusivity and I feel that this sort of coding could work well in club visuals to give audience members participation through content.