setup:
- make the QR code as a half/half code
- have a system to decide preference of target based on external input (e.g. camera based characteristic evaluation)
- make slight dynamic alterations to the colours of the code to bias the probability of it being picked up as the desired target. Desirable black/white can be made blacker/whiter, less desirable less so.
Where to use it maliciously:
- anywhere where people provide feedback - present alternate feedback forms to different demographics to engender the most positive (or negative) results.
- pretend to offer some form of probabilistic chance to win a prize, but bias winning to some identifiable characteristic. e.g. race, age, "beauty"
- target a specific person - have them join a different WiFi network, alter a payment page, etc.
In a static setting its less effective. I can't immediately think of a static attack that benefits from siphoning some reduced fraction of users.
I'm doubtful most people would notice a QR code dynamically changing, particularly in most public lighting.