Canadian fashion retailer Dynamite has launched an interactive app that 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 smartphones – 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 the agency knows, a discount-focused mobile marketing campaign using this technology has never been done before by any other Canadian fashion retailer. 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].’