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Denim-Code: Tag My Jeans

6 Comments Published by Rudy De Waele March 2nd, 2007 in Mobile Lifestyle, Announcements, Experience Design, Trends, Proximity Marketing, Mobile Culture, QR codes, Ubiquitous Marketing, Innovation, Conversations, Image Recognition, Fashion

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?