Fashion retailer Dynamite gets interactive this spring

MONTREAL, Jan. 31 /CNW Telbec/ - Leading Canadian retailer in the fashion industry, Dynamite brings forth its innovative and fashion forward side through three key interactive marketing initiatives for its 2011 spring campaign, starting January 31st

Having acquired solid expertise within the mobile domain, the company has pushed the boundaries further by launching a QR code.  Dynamite has teamed up with Cossette to develop an interactive platform whereby the QR code, when captured via intelligent phone, provides exclusive access to the spring 2011 behind-the-scenes video.  The platform also further engages the customer by offering her an opportunity to win instant prizes throughout the duration of the campaign.  The QR code will appear on store windows nationwide, on the brand's seasonal brochure, on the Dynamite Facebook page, and in ads placed in the March issue of Loulou and Flare magazines. 

To further drive interactivity with its customer base, Dynamite is also partaking in a beta project with Facebook®. Facebook Deals will allow Dynamite customers to connect with the brand, and be rewarded with exclusive perks. Between January 31st and February 3rd, customers who check-in to Facebook Places when entering Dynamite stores will be able to redeem a $10 off any purchase applicable to their immediate transaction.  The first 5,000 Dynamite customers to check in with their iPhone or through their smartphone on will receive the offer.

The last component of the spring campaign seeks to enhance customer engagement via the launch of Dynamite's quest to find brand ambassadors nationwide. Dynamite is looking to connect with young women who are passionate about the brand, and who embody the spirit of the brand muse.  The ambassadors' role will be to share their brand affinity within the scope of their own communities, and maintain a dialogue with Dynamite teams in the course of a one year term.  Applicants will have to post a "Haul video" on a Dynamite micro-site page, and of course, display their passion for the brand.  (

"These initiatives represent innovative ways for the Dynamite brand to connect with the customer. We drive experiences that engage our customers through different channels, and continuously seek new ways to interact with her.  These interactive platforms allow us to take it to a whole new level", says Ariane de Warren, Marketing Manager for the Dynamite brand.

The Dynamite spring campaign will be launched online and in stores across Canada as of January 31st.

About Dynamite:

With more than 95 stores across Canada, Dynamite is well-known for their trendy, feminine and affordable fashions that combine exclusive sexy styles with the best fits and fashion forward styles to create looks that easily go from office to a chic night on the town or an adventure-filled weekend. To find out more about Dynamite and their current styles, visit

About Groupe Dynamite:

After 35 years in the fashion business, Groupe Dynamite has successfully launched some of the most renowned fashion brands in Canada. This spirited group creates, designs, markets and distributes from its Head Office located in Montreal, Quebec. It operates more than 260 stores in Canada and the United States and employs more than 4,500 people. A passionate team continues to lead the expansion in Canada, the United States, and abroad.

Facebook® is a registered trademark of Facebook Inc.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at Images are free to accredited members of the media/


For further information:

Amélie Provost, Public Relations Coordinator, Groupe Dynamite
514-733-3962 x773

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