Bluefly incorporate ScanLife mobile barcode technology

02 Oct '10

2 min read

Bluefly, Inc., a leading online retailer of designer fashion and accessories, announced that it has incorporated mobile barcode technology from Scanbuy, Inc. into its recently launched television advertising campaign, Closet Confessions. The Closet Confessions advertisements, which launched on Bravo media's various platforms earlier this month, are a series of 45-second spots that feature celebrities giving tours of their closets and sharing stories about their lives.

The ScanLife mobile barcodes, or “Quick Response” codes, will appear in the ads through November, giving 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,” says Bradford Matson, Bluefly's Chief Marketing Officer.

“We were excited to bring the Closet Confessions episodes to television earlier this month, and have been thrilled with the response from Bravo's audience to the campaign. Now, by incorporating ScanLife mobile barcode technology into the ads, we are 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 that a retailer in the United States has used Quick Response (QR) codes on television. Bluefly's Closet Confessions ads featuring the QR codes, which are issued and managed with Scanbuy's technology, will run through November on Bravo programming, including original airings, and select re-airings of the Emmy-winning series Top Chef, The Real Housewives of D.C., The Real Housewives of Atlanta, Flipping Out, and the new Top Chef Just Desserts.

“We are thrilled to be working with Bluefly on such an innovative and truly breakthrough application for our technology,” said Mike Wehrs, Chief Executive Officer of Scanbuy. “Linking viewers directly to mobile content from a mass media is extremely compelling, especially as consumers are spending more time on their mobile device for entertainment and shopping. The fact that the technology is now being used on television, really demonstrates the explosive growth we have seen this past year.”

Scanbuy Inc

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