If you're Sears and you're spending big bucks on your Christmas TV campaign, why are you going to bother flashing a QR code and a bunch of Social Media logos on the screen? Is it for people with PVRs who aren't skipping commercials? What's the likelihood that someone can take out their phone, load up a QR app, get up close to the TV ('cause it's tiny) and steady their phone long enough to scan the code? I'll tell you the likelihood-- not likely.
I like the effort, but TV? Why not pick a medium that isn't so fleeting...
Sears, keep up the good work.