All is revealed - it's a QR code.
Just flip open your smartphone and open your QR Reader app (available for both android and Apple OS) then scan the little square.
After a few random blips and electronic pings your browser opens to the Blackberry Gift Shop website.
Just like magic!
For those of you who are more security concious, try an app like Norton Snap which automatically screens the destination website before opening it on your device.