Young women?s fashion retailer Maurices is using QR codes as part of a nationwide band search contest to make it easy for customers to vote for their favorite band.

The band search has been narrowed down to the top four bands. Customers can scan a QR code for each of the four bands that made it to the final stage of the contest and listen to their music.

?This is not the first time we have used QR codes, we started using them on a few print pieces about a year ago,? said Monica Hendrickson, marketing manager for Maurices, Duluth, MN. ?We have found that with our younger customers being so tech savvy, they like the immediacy of the QR code - they are able to scan the code and find what they want or need immediately. 

?The mobile tie-in works well for this campaign for many reasons,? she said. ?It allows the customers the ability to look at the final bands, listen to their song, vote and receive their coupon all at once. 

?The immediacy is important for the younger customer and it has helped build traffic in our stores and has also helped acquire new customers.?

On trend
Smartphone users who scan the QR codes on signs inside stores can also vote for their favorite band and receive a 25 percent off coupon. 

Maurices wants to stay on top of technology trends in order to compete in the marketplace and mobile gives it a way to provide the immediacy that its target audience prefers while driving traffic to its stores and Web site.

Musicians such as Ximena Sarinana and Graffiti6 will help promote the contest to their fans and explain their experiences and offer advice to contestants in behind-the-scene interviews available on the band search contest microsite.

Through March 4, fans can vote for their favorite band by visiting their local Maurices store and scanning the QR code for their choice or by visiting mauricesmusic.sonicbids.com. The band receiving the most votes will win.

The Maurices Hometown band search was developed in partnership with PlayNetwork and Sonicbids. The top four bands compete for a chance to shoot a music video in Los Angeles and to perform at a daytime showcase during South by Southwest 2012.

Maurices operates 800 stores in 44 states.

Maurices is using QR codes in other ways to drive engagement with customers.

For example, a QR code recently appeared on the front of a notebook for a private shopping party.  The QR code linked guests to a video on how to tie a scarf.

?We have been putting QR codes on numerous pieces ? direct mail campaigns, fitting room signs, even our construction barricades in new markets so passerby?s can scan the code and find out what Maurices is all about,? Ms. Hendrickson said. ?We have also used them to share new videos from our partner artists from last year in order to keep our customer up to date on their favorite artists.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York