Online designer fashion retailer Bluefly Inc is incorporating mobile barcode technology into its latest television advertising campaign to give viewers additional content and coupons with the click of a camera phone.

The campaign marks the first time that a US retailer has used Quick Response (QR) codes on television. The QR codes - or ScanLife mobile barcodes - are issued and managed with technology from Scanbuy.

Bluefly's Closet Confessions ads feature the codes, which give viewers instant access to additional video content or special offer coupons when they scan the codes with their camera phones while they are watching TV.

"Bluefly has been looking for new and innovative ways to approach television advertising and to engage our fashionista consumers in a more dimensional and measurable way," says chief marketing officer Bradford Matson.