US department store Macys is hoping to engage Black Friday shoppers with a QR code based in-store promotion that will enable shoppers use its app to receive digital gift codes and other prizes.

The retail giant will be awarding $1m (£636,000) in prizes across the weekend, which is usually the busiest and highest-earning weekend of the year for US retailers. The promotion aims to build excitement and engagement ahead of the weekend, and has been advertised with a TV spot featuring SpongeBob SquarePants.

By scanning QR codes positioned in-store using the Macys app, customers can win digital gift codes worth between $10 and $250, with a new pool of prices generated each hour, encouraging customers to remain in store to maximise their chance of winning.

“This year, were adding another level of entertainment to our highly-anticipated Black Friday doorbusters and specials,” said Martine Reardon, chief marketing officer at Macys. “This element of surprise along with a playful new commercial featuring our official holiday ambassador, SpongeBob SquarePants, is certain to add a new element of fun to our customers shopping experience on Black Friday this year.”