Air Wick’s leveraging of a program with a QR code in a pop-up home in a shopping mall promotion capitalizes on the attention-grabbing power of personalized content but risks excluding consumers who lack know-how in scanning the codes. Air Wick is tapping QR codes as part of a campaign in a three-dimensional home in Mall of America in Bloomington, MN that showcases Life Scents, a set of constantly changing fragrances in multiple rooms curated by lifestyle experts around a different immersive scent experience. The program points to the need for marketers to include alternative ways for less mobile savvy consumers to share in campaign experiences, lest they feel left out.