PINK Asks Young Women to Show Cards, Thongs

  |  July 12, 2005   |  Comments

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.

The site, at PinkPantyPoker.com, targets women aged 18 to 24 with a first person gaming experience akin to several others the agency has created for clients such as Method and Burger King.

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.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...