What's the point?

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.