Rachel Roy is letting Lucky magazine readers be the first to see its new collection by snapping a photo of the 2D bar code featured in the interactive ad.

The company is featuring a Microsoft Tag in the ad. Readers who snap a photo of the tag can also enter to win the collection.

?We continue to see new and different uses of 2D bar codes across various verticals from retail to publishing to consumer packaged goods,? said Anna Kim-Williams, Seattle-based senior global media strategist of the Startup Business Group at Microsoft.

?We?re seeing more and more creativity as companies see successful results from using this technology,? she said. ?Microsoft Tag provides quite a bit of flexibility to allow companies to connect virtually anything in the real world with the online world.?

Mobile collection
Rachel Roy is promoting its new collection, Jessica Stam for Rachel Rachel Roy.

Here is a screen grab of the ad:

After snapping a photo of the tag, users are redirected to a video that features Ms. Stam.

The video shows the design process behind the collection.

?Microsoft Tag is a powerful new 2D bar coding technology that helps retailers make the most of consumers? mobile devices by bridging their brick-and-mortar marketing efforts and offline advertising with the digital world,? Ms. Kim-Williams said.

?We continue to see tremendous growth in both uses and scans of Microsoft Tags and have no reason to believe this trend is slowing down,? she said. ?The possibilities for Microsoft Tags are endless and we?ve only scratched the surface on ways we can connect the online and offline worlds through this technology.?

At the conclusion of the video, users can enter to win the collection.

Here is a screen grab of the page:

After entering, consumers have the option to shop the collection.

?You have to mix it up ? 2D bar coding is interesting because you can link to a broad range of experiences,? Ms. Kim-Williams said. ?Mix it up and link to mobile Web sites, video, slide shows, contests and promotions. 

?Plus, people love to win,? she said. ?Contests are a great incentive.?

Final Take
Rimma Kats is editorial assistant on Mobile Marketer, New York