Nine West is launching a mobile marketing campaign to promote its Vintage America Collection, offering music downloads and other videos featuring music artist Joss Stone, who helped design the line.

The mobile campaign, which launched earlier this month and will run through October, features a specially designed barcode created by agency Jagtag. Consumers are encouraged to use their cell or smartphones to photograph the design (which follows the pattern of Stone's signature floral tattoo) and text or email it to the company. The company will then send back email, photos and video content viewable on the phone over the course of the promotion. Jagtag's servers determine the type of device (smartphone or feature phone, for instance) the consumer is using, and send content based on that device, Ed Jordan, the company's CEO, tells Marketing Daily. "Our server returns content that is tailored to the device that requested it," he says.