In their newly revamped “Urban On” app, Urban Outfitters is combining social media with a rewards system in their attempt to appeal to teenagers.

The app syncs with the user’s social network to allow them to upload photos of themselves in Urban Outfitters merchandise. Every time a user mentions the company on social media sites such as Instagram or Tumblr with the tag #uoonyou (Urban Outfitters on you), they are awarded points. These point can be redeemed for benefits like additional discounts, advanced warning of sales and early access to new products.

When they upload the pictures, users also have to enter some personal information about themselves, giving the company the chance to learn about their clientele. That can be a delicate subject, though, as people generally do not want to send private details to an unknown recipient.

Senior marketing manager Moira Gregonis said in an interview with Bloomsburg Businessweek, “It’s extremely sensitive. I don’t think anyone really likes to be marketed to, and as a brand, we don’t want to be pushy.”

According to Businessweek, “If the new mobile platform works as planned, it will drive sales, encourage loyalty, and harvest users’ photos and Tweets—marketing gold these days. If it backfires, Urban Outfitters will be just another retailer alienating young consumers with annoying requests for data: How old are you? What music do you like? How was school?”

Senior Callie Jones believes the app is a great idea and she plans on downloading it. She said it is a smart move on Urban Outfitter’s part, getting their own customers to advertise for them. Jones thinks it is better to advertise this way, as opposed to just putting their name brand on all their clothing pieces like other stores.

“What I love about the store is they don’t feel the need to brand their name on every piece of clothing, unlike other stores where I feel like a walking advertisement,” said Jones. “They have a variety of styles where I can take pieces to make my own style.

This app is a whole different take on advertising, and whether it will work or not is questionable. Having people constantly posting pictures of themselves in the clothes may be irritating for onlookers.

Jones said, “I think [the success of the campaign] is going to depend on the person. For those who love their store I think will really appreciate it and use it. However, I think others will get annoyed by it.”

Urban Outfitters is taking a risk with this app and paving a new path in the world of retail advertising.