Dynamite hires Cossette
By Adnews Staff
Fashion retailer Dynamite has retained Cossette to develop an interactive marketing initiative promoting its spring product line. The initiative includes materials at Dynamite.ca and Facebook, print ads in Loulou and Flare magazines, as well as window displays in the chain's 95 stores in Canada. The creative includes a quick response code that can be scanned with a smartphone to enter a contest. "The innovation resides in the fact the tool enables the user to instantly know whether or not they've won, which is a first for this type of platform," said Malik Yacoubi, vice-president of mobile marketing at Cossette. The code also gives a consumer access to a behind-the-scenes video of the campaign photo shoot.
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