Without a doubt a cool and original marketing campaign from denim-code in France. From their pressrelease:
“Levis invented jeans and Diesel turned them into a fashion item. Now DENIM CODE is taking jeans into the interactive digital communication era. DENIM CODE, the new French brand of jeans, has come up with a revolutionary concept consisting of making it possible to access an audio/video recording free of charge from a pair of DENIM CODE jeans.”
Simple and glamorous:
- The consumer can choose not only their jeans but their universe: by snapshotting* the tag** with their mobile phone, they can watch video clips, listen to music, see films, watch programmes, listen to the news
..
- A collection of over 200 different models for men and women enabling you to access the worlds of music, sport, films, video games or people
- Jeans are evolving in line with the times, thanks to the content of the denim code tag, which will be regularly updated.
DENIM CODE collections will be placed on sale via a multi-brand distribution network.
In April DENIM CODE STORE, a 180 sq.m. boutique and showroom, will be opening in Paris in the fashionable Etienne Marcel district.
All very cool and another sign that Proximity Marketing is getting real (!) and a nice variation on Yasmine‘s my body is a hypertext project.
One note on the visual campaign though: why in the world would I want to tag the jeans from the girl above to download all that entertainment for my mobile phone, while all the fun is in front of me? 
Via Heike Scholz
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6 Responses to Denim-Code: Tag My Jeans
about.me
Rudy De Waele
Enabling Next Generation Mobile Products & Services
Rudy De Waele is CEO & co-founder of Nyota Media - the world's first growth agency for innovative African entrepreneurs, start-ups and international companies that use technology to improve the lives of Africans.
He is a Mobile Strategist, Business Angel and Appreneur with over 18 years of experience in Internet technology, specialising in mobile innovation and start ups since 1999.
He is a co-founder of dotopen, Mobile Premier Awards, AppCircus and MobileMonday in Barcelona Spain, and is a member of the Mobile 2.0 Advisory Committee in both San Francisco and Barcelona.
Rudy has curated ground-breaking presentations in Mobile Trends 2020 (2010), Mobile Trends 2020 Africa (2011), and most recently Mobile Opportunities in Africa - Engaging the next Billion (2012).
He has consulted for Telefonica, Vodafone, MTN, Orange, Telcel, Millicom, Samsung, Nokia, BlackBerry, IBM, Intel, Microsoft, Admob (acquired by Google), Louis Vuitton, Philippe Starck, Young & Rubicam, Cheil Worldwide.
A graduate from Singularity University, he has lectured at Web 2.0 Expo, The Next Web, PICNIC, next, MIDEM, Mobile 2.0, Mobile Monday and MIPTV.
Hi Rudy,
I knew you would like it esp. the second picture.
Heiki
=> good one this one, great detection antenna’s, Heiki!
Rudy
Is there any case study using test groups on this technology out there ? I am not still clear how usable this is or how really adopted will get given the number of different handsets and softwares out there, not to speak of the process i image, getting the right picture and sending it to whatever shortnumber.
Still its kinda cool having a “link” in your trousers, but if this link was personal poiting to your own blog or social site page would do a lot more sense.
Regards.
how cool to interact with your friends pants – flurt and text – digital (genes) jeans – an inbuilt social dna/tag – networking at clubs and bars – if you see someone you like wearing these pants you could access their profile and share with their extended community of like minded fashionistas! Pants could be pre–programmed before leaving the apartment to send out a signal – “I am free” – or “I am taken”
Just what we need 24hr monitoring and tracking via a pair of jeans. Are they GPS capable too?
Denin code should contact homeland security in the u.s.a., they might be interested in this product…
[...] In terms of what to choose however, some images can be very convincing. For ample information, read Rudy’s posts: Denim-code: tag my jeans and Proximity marketing. From an academic and applied research point of view, all 2D codes have an impact on space and foster inspiring investigations on territoriality, virtual or physical. A student had added a layer of information to the panel that identifies the space beyond the entrance door of the Wentworth Institute of Technology Architecture Department. Clever. Something else struck me: the fact that the 2D code was added below the Braille code (“another way to write”) intended for the blind. It made me think about how visual our culture is. Could we make a code for the blind? [...]