Like many weary of the winter weather this year, lingerie retailer Victoria's Secret's Pink brand, which targets a college-age audience, saying it "dreams big to dress you in comfy, effortlessly cool wear" and is "for the independent spirit on campus," is getting ready for spring break with the Spring Break Scavenger Hunt in its Pink Nation app.
The in-app contest asks consumers to find each of four icons that spell out P-I-N-K. One letter will be released per week through March 2 "for sweet surprises - and the best vacay ever."
According to the brand, fans who find all four icons are in "for a final treat."
In addition, the first 100 to scan the icon each week "get a freebie."
Participants must use Pink Nation's so-called Pink Viewer to scan each icon as it is revealed on the Pink website, as well as in Pink stores and on campuses.
When the "P" icon is scanned, for example, a message pops up that says, "You found me!" and reveals a "Spring Break Must-Pack," the Skinny Pant, with the message, "Vacay is all about loungin' - so do it right in our comfy new lightweight fit (perfect for the plane ride, too!)" and a link to shop for said pants.
The message is also accompanied by a spring break playlist on 8tracks Internet radio.
The brand announced a spring break takeover of its Pink Nation app on February 7 and 8 to its 13.9 million fans and 546,000 followers.
According to a post on Twitter, the app also includes #PINKSpringBreak mobile wallpapers.
Victoria's Secret declined comment.
However, Anna Bager, vice president and general manager of the IAB Mobile Marketing Center of Excellence, who spoke in general terms and not about the Pink Nation app initiative specifically, said these types of apps and campaigns tend to do fairly well, likening the scenario to a successful mobile campaign from Gillette in Sweden that sought to increase razor sales in winter months when women were less likely to shave their legs.
Apps that combine shopping, social, location, and/or contests generally yield high interaction and are good ideas, she says. However, a brand's challenge is to make sure that not only can users find the app, but also that they create enough buzz to increase opportunities for consumers to use the app. If consumers download it and it's not interesting enough, they won't go back, she adds.
According to the Pink website, the so-called Pink Nation has 7.4 million members and more than 3 million Pink girls have the brand's apps.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014