High-Tech Grilled Cheese Joints Fuel Mobile PR Discussion

A new venture by the guy who invented the Flip video camera brings up the growing importance of integrating mobile outreach in communications. Jonathan Kaplan has launched what Mashable writes is a "high-tech chain of grilled cheese restaurants." Called "The Melt," these restaurants not only offer interesting recipe deviations from the regular grilled cheese, but the opportunity for diners to order their meals with their mobile phones, and use a QR code that is then swiped at the restaurant. Your order appears in two minutes or less—at least that's Kaplan's goal.

This begs the question: Mobile and PR have been mentioned in the same breath for several years now, but have you undertaken a mobile initiative or integrated mobile outreach into a campaign? How were the results?