Snapchat has launched Snapcode, a feature that brands can use to give users exclusive content when they are in store.

Burberry is the first brand to use the QR-style feature, with an advertising campaign for its latest men’s fragrance. Visitors are encouraged to scan the Snapcode on products in-store, which will then direct them on to the Snapchat app.

This new feature is aimed at retailers, and Burberry’s partnership with Snapchat makes them the first product brand to appear in the discover section of the app. Content created for the Snapchat channel includes a director’s cut of the campaign’s ad, grooming and tailoring tips, and a behind the scenes video. It will be live for 24 hours in the app. Following this, consumers will be able to access the channel for two months when they scan the ‘Snapcode’.

It’s not the first time Burberry has been among the first brands to test the latest Snapchat feature. Last year , it live-streamed a fashion to the app, which it claimed delivered over 100 million impressions.