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Mandee increases brand awareness via mobile bar code campaign

Junior retailer Mandee is using mobile bar codes to engage consumers and have them participate in its ongoing campaign.

The company partnered with junior denim brand Vanilla Star Jeans for the mobile initiative. Both companies are rolling out a design challenge for students at New York City?s High School of Fashion Industries.

"The campaign is for a great cause," said John Gagliardi, account executive at The Ace Group. "The winner's design will be made by Vanilla Star Jeans and sold exclusively at Mandee stores. 

"Mandee is looking to move forward with QR codes on other campaigns," he said. "Since QR code technology is all about being instant and interactive, this was the perfect process for implementation. 

"It allows us to instantly connect the on-the-go consumer to the specific call to action, not just a generic mobile site, or worse, a Web site that isn't functional on a smartphone."

The Ace Group, Inc. is a business unit of DG3 in New York. The company provides the QR code mobile technology for the Mandee campaign.

Mandee sells apparel and accessories.

Vanilla Star Jeans was founded in 2002 and sells denim for junior and girls fashion.

Mobile competition
Seventy-two students from High School of Fashion Industries were divided into teams.

They were asked to design original Back-to-School capsule collections that consist of two complete looks and incorporate T-shirts, dresses, jeans, skirts, shorts and jackets.

Window shoppers can try to match the panel?s decision by scanning a QR code to enter their favorite designed featured in Mandee store windows.

Consumers can fill out ballots in-store or by visiting the site at

Consumers can enter to win the prize via the company's mobile site

Additionally, the mobile bar codes will feature a video of the students in action.

Customers who enter and match the judges? decision will be eligible to win a $200 Mandee gift card.

Consumers can vote for their favorite design

Mobile prize
First-, second- and third-place winners each will receive scholarship grants furnished by Vanilla Star.

The first-place winner?s designs also will be part of Vanilla Star?s Fall 2011 collection to be sold exclusively at Mandee stores starting in September.

"This is Mandee's first QR code campaign," said Mr. Gagliardi said. "They do believe in the technology and the mobile marketing concept in general.

"This should be a proof of concept for them to move forward on other campaigns," he said.