A party that is not the source or originator of a QR code is enabled to provide a consumer a selection of related alternate content rather than content identified in the QR code. A method is implemented on a computer system to receive additional content information represented by a QR code extracted by a consumer's QR reader device from a media presentation containing the QR code. The QR code is generated by a source of the media presentation. A location of alternate content from a captive environment related to the additional content information is identified. The location of the alternate content may be identified based upon the decoded information from the QR code. The location of the alternate content is transmitted to the QR reader device.