Victoria's Secret Launches Mobile Messaging On Pink App

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Victoria's Secret knows the youths love messaging apps. Instead of marketing on popular platforms like Snapchat or Kik, it made its own. The lingerie retailer has rolled out a mobile chat feature on its shopping app, Pink, that lets shoppers participate in public message boards that have predetermined topics. Fashionista reports users can also customize their background colors and use branded emoticons. The big draw, however, is that the messenger will be rolling out exclusive content during the Victoria's Secret Fashion Show on Dec. 9. Super cool!

The lingerie brand is the first marketer to use a chatting feature from a mobile messaging app called Frankly. According to Ad Week, the retailer recently used the app to announce that singer Ariana Grande was performing at the show. Frankly claims to already have been downloaded 1.5 million times.

In addition to Ariana, Taylor Swift has also been recruited by Victoria's Secret to perform at the Victoria's Secret Fashion Show for the second time. This is the first time that some of the songs from her new album will be played on a national television broadcast. The lingerie company took to their Twitter account to reveal the news, posting a picture of Swift with the caption, "So nice, we booked her twice! Pumped to party like it's #1989 w/ @taylorswift13 #VSFashionShow."

So nice, we booked her twice! Pumped to party like it’s #1989 w/ @taylorswift13! #VSFashionShow pic.twitter.com/8AqfnFqQRs

— Victoria's Secret (@VictoriasSecret) November 18, 2014