Abstract: A QR code proxy system allows digital dispenser assets associated with QR codes on a plurality of dispensers to be externally controlled. The specific digital dispenser assets associated with static QR codes can be changed without needing to change the QR codes themselves by editing a routing map. In some embodiments, the system may include a content/media routing map and a proxy engine. The content/media routing map establishes an association between a plurality of dispensers each with a respective QR code and a plurality of digital dispenser assets. The proxy engine determines an identity of a dispenser based on its QR code and responds with one or more digital dispenser assets based on the association established by the content/media routing map.