The ads, the first time the supermarket has used barcode technology, support the pre-release launch of computer game Call of Duty Black Ops.
The barcode enables smartphone users to pre-order the game automatically via an app, the supermarket says and is designed to help improve the shopping experience for smartphone users by making the navigation process more simple.
The press campaign breaks today (27 October).
A Tesco spokesperson says the use of smartphone barcodes in ads is another example of the supermarket’s increasing use of technology to make shopping quicker and easier for customers.
It is the first time Tesco has adopted barcodes within its advertising, while it claims to be the first UK supermarket to do so.
The Tesco spokesperson adds: “Call of Duty is expected to be a big selling game this year and we know that lots of customers will want to order it in advance so we’re making it really easy for customers.”
“We recognise that customers lead busy lives and this is just another way that Tesco can help make shopping more convenient.”
It follows the launch of Tesco’s iPhone app in August and the newly added barcode reader and the planned launch of online Clubcard accounts.