Burberry has become the first luxury retailer to secure its own Discover channel on Snapchat. The channel will promote its new male cologne ad campaign as offering other exclusive insights into the brand.

The tech leading company boasted the launch of its Snapchat platform on Monday. Burberry Snapchat will include articles, videos, interviews and grooming and style tips in addition to its new men‘s “Mr Burberry” advert.

Snapcodes will give its in-store customers access to exclusive content via scanning certain barcodes on its products with their smartphones. Also available will be exclusive behind-the-scenes cuts from Burberry‘s latest campaign. This will be accessible for two months.

The sponsored Snapchat story will appear on the Discover section for 24 hours.

While many fashion houses such as Marc Jacobs, Alexander Wang and Chanel have released brand-specific Snapchat content before, Burberry continues to lead the way as the first luxury goods maker to sponsor an entire Discover channel.

“Digital is a fundamental and integral part of who we are — it‘s central to our way of thinking,” CEO Christopher Bailey told Digiday.