Victoria’s Secret PINK Finds Success With In-App Scavenger Hunt

  PINK Spring BreakIn the weeks before Spring Break, TMA Wireless worked with client Victoria’s Secret PINK to bring their Spring Break collection to girls in a new, engaging and  totally PINK way.  Through a specially developed image recognition and  augmented reality scanning feature within their   PINK Nation app, girls were able to bridge their digital and  physical brand  experiences. 

PINK incorporated scanning experiences in their stores, online, within their Spring Break mailings, and  on college campuses.  The scanning, scanning, and  more scanning approach made image recognition and  augmented reality the hottest new accessory for the PINK Nation app, while giving PINK girls everything they needed for the best PINK Spring Break ever.

  Scavenger hunt_phoneThe program had two main objectives:  To drive product awareness and  mobile sales using engagement initiatives in the PINK Nation app, and  to drive repeat traffic to stores and  online with a series of hidden icons that encouraged users to come back searching and  scanning weekly.

  pink app_scavenger3The scavenger hunt rewarded users for finding and  scanning an icon each week to unlock sweet Spring Break surprises.  The icons could be found online, in-stores, in print, and  on college campuses with the help of the PINK Campus Reps.  The first 100 girls to scan each week’s icon won an awesome freebie and  those who found all four icons scored an exclusive final treat.  CTA’s were delivered through a frenzy of different channels including email, SMS, catalogue, push, online, in-store and  social media.

  DSC_0257PINK icons may have taken some detective work, but PINK girls couldn’t miss the giant beach ball pop-up store for the PINK Spring Break College takeovers at campuses including Yale, The Ohio State University, Syracuse and  more.  This wasn’t just an ordinary giant beach ball pop-up store. Girls shopped the PINK swim line while jamming to great tunes and  sipping on a delicious drink from the juice bar.  After trying on a bikini, girls were able to scan a 4×8 poster for one-touch shopping for the sweetest Spring Break accessories.

  DSC_0253The program was a hot success with seriously great results — driving a high volume of in-store and  online visits, as well as social media shares.  A lot of great PINK swag was given away and  even more PINK Spring Break products were purchased.

As girls headed off to their best PINK Spring Break ever, PINK was left with a more mobile-engaged audience and  truly entered the era of augmented reality.

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