This is a very interesting and well executed online and mobile campaign. Lynx, known as Axe in the U.S., has launched a “Get in there” digital campaign in the U.K. that uses branded mobile applications as a bridge from social networking and online dating to the real world of actually talking to females in person.
Lynx
Lynx had created a bunch of “weapons of mass seduction” which include a “Fit Girl Finder” soundboard that can be used, for example, to play the sound of a car being unlocked while standing next to an expensive vehicle. Another converts a phone into an on-the-go Spin the Bottle device. A third is a soundboard that guys can transform into a harmonica or “body-piercing scanner.”
The campaign was born out of a need to translate Lynx, which promises to attract girls with its scent, into a digital world where scent doesn’t exist. Mobile is certainly versatile to create anything and I must say that Lynx and its agency had definitely created something unique thats worth the acknowledgement. Who says that scent cant be virtually spread?
Author: Adam Good, Clemenger Group
