Essentially you'd need the client to be aware of some special content, call it a header, in the QR code to trigger the behaviour to automatically parse the target image or a QR code and follow that. Extra special for it to remember that and continue to do the same for subsequent codes if those do not contain the special header.
It is totally up to the client what to do with the content; most can be set to always display the content and then let you choose if you want to for instance go to the URL encoded in the QR or not. Or be set to automatically follow/load URLs, which of course could take you places unwanted...
Here's a sample of what could be contained in the QR code on an invoice:
{"uqr":1,"tp":1,"nme":"Test company Ltd","cid":"555555-5555","iref":"52456",
"idt":"20130408","ddt":"20130508","due":5,"pt":"BBAN",
"acc":6000658159712","bc":"HANDSESS"}
Only meaningful if the client reading the QR is aware of the format and connected to an accounting system or bank (some bank apps let you scan the code in order to register the invoice for payment, same as if you registered it manually via web banking).
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