In 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.
The 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.
The 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.
PINK 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.
The 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.