The mobile game has been rolled out across Victoria’s Secret’s Pink Nation iPad app and blends prizes and commerce elements into one experience for consumers. The initiative also helps Victoria’s Secret build up its loyalty program.

“A gaming element can be effective across numerous industry sectors, retail included,” said Matt Garrity, director of business development at Canvas, New York.

“The Victoria’s Secret app becomes another door to open and welcome in consumers – sales can be a by-product of that engagement,” he said.

Mr. Garrity is not affiliated with Victoria’s Secret. He commented based on his expertise on the subject.

Victoria’s Secret did not respond to press inquiries.

Gamed incentives
The Victoria’s Secret Pink Nation iPad app is available for free download in Apple’s App Store and users can log-in to the app by syncing the app to either a Facebook account or typing in an email address and password associated with their Pink Nation loyalty membership.

The Panty Jackpot game is promoted on the homepage of the app.

The game is set up to resemble a slot machine with five sections that feature icons of the retailer’s products next to prizes. Each slot is tied to an in-app reward.

For example, a picture of a coin reads “free panty” and lets consumers receive a free panty with a Victoria’s Secret purchase.

Additionally, pictures of pineapples, cherries and palm trees represent free virtual stickers that consumers can unlock.

The goal is for consumers to line up five of the same icons by swiping a virtual lever.

Once a reward is achieved, a message pops up on the screen.

For example, when consumers win a free panty, the message includes a promo code that can be used at the point-of-sale. A screenshot of the code can be saved to the iPad’s photo roll.

Users can also choose to hold certain slots so that they do not spin for a better chance of creating a match.

Each day, consumers can spin the wheel 25 times per day for a chance to win prizes.

Capping the number of entries with an offer gives consumers an incentive to re-engage with the app multiple times and will likely be helpful in increasing app retention for Victoria’s Secret.

Consumers can also shop Victoria’s Secret products straight from the game by clicking on promoted calls-to-action. A landing page pulls in Victoria’s Secret Web site for consumers who want to shop, where they can click through product images, view offers and check-out.

Incorporating in-store and online commerce elements to the game will also likely help Victoria’s Secret hit a wider target demographic with some consumers preferring to shop in-store while others will pick to shop online.

Victoria’s Secret announced the new iPad app feature via push notifications and an email blast.

Mobile past
Many of Victoria’s Secret’s mobile initiatives for its Pink collection are aimed at increasing loyalty.

Victoria’s Secret originally launched the Pink Nation iPad app earlier this year to serve as a hub for loyalty program members (see story).

Additionally, the brand tapped mobile photo sharing in May via a four week-long campaign that encouraged consumers to take and share photos either on Instagram or through the brand’s iPhone app. To use the iPhone app, consumers had to be a Pink Nation loyalty member (see story).

In this case, Victoria’s Secret in-app game matches the brand’s image and adds small incentives to ultimately drive sales for the retailer.

“An important consideration is making sure that the particular gaming experience matches up with the brand’s personality and produces unique interactions,” Mr. Garrity said.

“Mobile gaming is of course accessible and often times quite easy to play,” he said.

“However, that convenience does not necessarily guarantee meaningful and extended engagement with users. Customization is important.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York