Crispin Porter & Bogusky built a strip poker site for Victoria's Secret.
Victoria's Secret PINK brand is challenging young women to take up cards and take off their jeans with the launch of a strip poker Web experience created by agency Crispin Porter & Bogusky.
Site visitors go up against a group of five other characters, attractive men and women, in a game of five-card draw. Each round has a loser, and that character must remove an article of clothing. If the user on the end loses, his or her arm extends into the screen and drops a shirt, skirt or pair of pants, as the case may be.
"We're excited about this one because it brings together game-like qualities, but it's all about the product. Your goal is to see the product," said Jeff Benjamin, Crispin's interactive executive creative director. "It's a different way of showing a catalog."
The strip poker experience is intended to spread virally, so PINK hasn't deployed an ad buy to promote the site's launch. Benjamin said some banner ads have been created and may be placed around the Web if the client decides it wants to boost traffic. He claims early traffic reports are good, and he expects the site to be a hit with men as well as women.
At the end of the game, an email forward feature sends a message reading, "Supermodel Alessandra is throwing a Panty Poker Party with her friends Chris, Bobby, Theresa and Tatiane. Check it out at [URL]. Hope you've got your lucky bikinis on."
PINK has been a CPB client since mid-2004. The agency has completed some banner advertising for it in the past, but this is the brand's first "major" online initiative.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Super Saver rates expire this Friday, June 5, so register today and save $500!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
Wednesday, June 10, 2015
12pm ET/9am PT
Tuesday, June 16, 2015
12pm ET/9am PT