Getting my AR projects onto other peoples mobiles

Hi
I'm creating some very simple posters to follow up a training course. Basically, the posters will be image targets and when people look at the posters through their mobile's camera they will see the additional AR message. This way I can distribute posters, t-shirts and coffee mugs and hopefully get a bit more interest in the material.
I have worked out how to complete the posters with AR message, but I do not know how to set-up the phones of the people looking at the posters. Is there a process by which they can scan a bar code to set up their phones? Similar to when you setup a new iPad.
I don't even know what to call such a process and therefore all of my searches return tutorials teaching me how to create an Augmented Reality App. Am I missing something?
Also, I don't know how to code, so solutions with code may be a bit of a stretch.
Thanks
Jason