In a collaboration with JC Penny and EA Mobile, AT&T launched the “Bejeweled Gem Quest” mobile sweepstakes! It’s a QR code challenge gives consumers a chance to win one of five $1,000 jcpenny jewelry gift cards. The more gems they find and scan, the better their chances of winning. For more information, visit: utinyrl.com/bejeweled/rules

From now until Oct. 15, special “Bejeweled” gems with QR codes will be found on jcpenney fine jewelry store signage, direct mailings and online at jcp.com. This promotion is the latest in AT&T’s involvement in mobile barcodes after unveiling its Mobile Barcode Services in June. In case you’re interested in mobile stats… an estimated 14 million mobile users in the US have scanned a QR code on their mobile device in June alone!