Am I right in assuming that we could use this in our apps to do different things other than a promo?
You can generate codes to give you app away for free, or to grant a free in-app purchase, but that is all. There's no callbacks from the app store to your app to intercept.
Possibly you could do what you want with QR codes and launch URLs, or by doing camera+OCR stuff yourself inside your app.
Typefaces have never been copyrightable in the US, but digital fonts implementing a typeface have been since the early 90s.