Victoria’s Secret wants to see what today’s millennials are talking about with a new twist on mobile messaging.
At the same time that practically all millennial-minded marketers are using Snapchat, Line, Kik and every other social and mobile platform out there to get in touch with teens, Victoria’s Secret has rolled out its own chat feature within its Pink shopping app.
The lingerie brand is the first marketer to use a chatting feature from a mobile messaging app called Frankly.
After opening the chat feature, app users can talk about predetermined topics like holiday gifts or school. Because this is Victoria’s Secret and millennials are fickle the public chats are customizable with different shades of pink backgrounds and branded emojis. There’s also the usual crop of smiley face emojis that app users can play with, much like a text message.