Prospecting: Bluefly Lets Consumers Scan for Content and Coupons With Camera Phones
The campaign, which launched on Bravo Media's various platforms in September, is a series of 45-second spots that feature celebrities giving tours of their closets and sharing stories about their lives. ScanLife's mobile barcodes, or QR codes, give viewers instant access to additional video content or a $30 off coupon when they scan the codes with their camera phones using a barcode scanning application.
"Bluefly has been looking for new and innovative ways to approach television advertising, and to engage our fashionista consumers in a more dimensional and measurable way," said Bradford Matson, Bluefly's chief marketing officer, in a ScanLife press release. "By incorporating ScanLife mobile barcode technology into the ads, we're taking Closet Confessions one step further by providing viewers with a unique call to action that allows them to instantly access exclusive content and special offers from their phones while they are watching TV."
This campaign marks the first time a retailer in the U.S. has featured QR codes on television. Bluefly's Closet Confessions ads featuring the QR codes will run through November on Bravo programming, including original airings and select re-airings of "Top Chef," "The Real Housewives of D.C.," "The Real Housewives of Atlanta," "Flipping Out" and "Top Chef: Just Desserts." — Melissa Campanelli