Canadian fashion retailer, Dynamite, has launched an interactive app which uses mobile couponing to target tech-savvy female bargain hunters.

The digital campaign, spearheaded by Montreal-based Cossette and set to run until May 15, offers consumers a 20% rebate off of Dynamite clothing when they scan in-store QR-codes using their smart phones – with a behind-the-scenes video of the summer 2011 collection downloaded with the coupon, as an added tidbit.

The instant discount QR-code, which is displayed on windows in 95 Dynamite stores across the country, is being promoted on the retailer’s website, Facebook page and in-store posters and brochures.

As far as they agency knows, a discount-focused mobile marketing campaign using this technology has never been done before by any other Canadian fashion retailer and it was created in response to a previous Dynamite campaign that ran in January, in which consumers scanned QR codes for the chance to win a gift card, Malik Yacoubi, vice-president of mobile marketing, Cossette tells MiC.

‘We saw a tremendous response to the [January] campaign,’ says Yacoubi. ‘So Dynamite thought it would be interesting to push the possibilities of the QR code [with a discount offer].’