The online retailer worked with Scanbuy to incorporate the bar code in its “Closet Confessions” advertisements, which launched on TV network Bravo’s various platforms. The ads are a series of 45-second spots that feature celebrities giving tours of their closets.

“Bluefly is always looking for new and measurable ways to deepen our relationship with customers and we like to offer them with as many opportunities as possible to engage with our brand,” said  Bradford Matson, chief marketing officer of Bluefly, New York.

“The Closet Confessions campaign launched online back in March, and it really resonated with our fashion-focused consumers who posted comments to the videos, and even posted videos of their own closets on the site,” he said.

“Taking the campaign to television earlier this month was a great next step in terms of exposing this creative content to Bravo’s national audience of fashionistas and pop-culture junkies. And with the QR reader component, there is now an instant call to action, to drive consumers back to our site for more content and special offers.”

Bluefly is an online retailer of designer brands and fashion trends. The company sells approximately 350 brands of men’s and women’s designer apparel, accessories and home furnishings at discount prices in the United States.

Scanbuy is the creator of ScanLife, a bar code scanner application compatible with several commonly used 1D and 2D bar codes, including QR, Datamatrix, EZcode, UPC, EAN and ISBN.

How it works
The bar codes will be featured in the TV ads through November.

Users can scan the bar code by downloading the Scanbuy application.

In addition to a $30-off coupon, viewers can also get access to additional video content.

The Closet Confessions ads are set to run in Bravo’s programming, including original airings and select re-airings of shows such as “Top Chef,” “The Real Housewives of D.C.,” The Real Housewives of Atlanta,” “Flipping Out” and “Top Chef Just Desserts.”

“The bar code technology allows these multitasking consumers instant access to special offers and additional content while they are watching the ad,” Mr. Matson said.

Mobile TV
After scanning the application, users can watch their favorite celebrities give tours of their closets.

Several of the celebrities include Nicky Hilton, Johnny Weir, Bethenny Frankel and Christian Siriano.

Here is a screen grab of the TV ad:

Here is the Closet Confessions video featuring Ms. Frankel:

“The ads themselves have fueled a lot of interest in the campaign, causing traffic to spike on the site. We are also getting the word out through public relations and social media platforms,” Mr. Matson said.

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York