- Brand
- Lynx
- Media Type
- Online
- Social Media
- Viral
- Web Film
- Product Category
- Cosmetics & Beauty
- Toiletries
- Country
- UK
- Source
- News
- Agency
- Freud Communications / London
- TMW / London
- Mindshare / London
- Production Company
- Mind's Eye / London
- Oil Productions / London
- Tags
- Lynx
- FMCG
- deodrant
Lynx recently launched Twist, a new fragrance based on the insight that girls respond better to guys who keep themselves interesting during the mating game (that's some sharp thinking there chaps). In case you haven't had the pleasure yet, the scent starts with 'fresh citrusy accords' in order to ensure a good first impression, twisting into a smoother note and finishing on a woody scent with 'depth and complexity' that will keep a girl 'tantalised and intrigued'.
Teen boy favourite pin up Keeley Hazel is of course the center of attention, and the aim of the game is to see if you can finish the day back at her place, guiding the male character (Blake Harrison from The Inbetweeners) through photo shoots and crazy parties, helping him make the right (or wrong) decisions along the way.
An interesting part of the strategy has been launching the film on Lynx's Facebook fanpage and X-box Live, rather than the regular homepage/microsite approach we've seen from this brand and many others.
Contagious asked Lynx brand manager Katie Harrison if this was the end of microsites for the brand? She explained: 'The brand is moving towards creating a more consistent engagement with Lynx consumers in territories where we know they already exist. The brand has no current plans to build additional microsites for forthcoming campaigns'. This is interesting to hear, there is a vast graveyard of campaign web destinations that have run their course after launch hype dies off - expensive to produce and flash heavy, many have predicted the demise of the micro site, such as Robin Grant's (We are Social) piece in Contagious 20 on The Rise of the Real Time Web.
Contagious asked Lynx brand manager Katie Harrison if this was the end of microsites for the brand? She explained: 'The brand is moving towards creating a more consistent engagement with Lynx consumers in territories where we know they already exist. The brand has no current plans to build additional microsites for forthcoming campaigns'. This is interesting to hear, there is a vast graveyard of campaign web destinations that have run their course after launch hype dies off - expensive to produce and flash heavy, many have predicted the demise of the micro site, such as Robin Grant's (We are Social) piece in Contagious 20 on The Rise of the Real Time Web.
A neat reason to run a campaign through Facebook is the fact most people share links and videos there already, aiding the spread of the work. Lynx has smartly tied this into status updates - at various points in the film guys can click a 'brag' button which automatically sends an update to their feed, telling their friends how well or badly they have managed to Twist to get Keeley. e.g. Dave Cooper blagged a ride with Keeley, got invited to an after-party, but when the music died, so did his chances. Think you've got the skills? How would you Twist yourself to Keep Keeley?
Contagious also quizzed Harrison on the meaning of 'fan', and what purpose this plays in pointing guys towards Lynx products on the supermarket shelves. 'This allows us to communicate with 'Dave' on a more personal and engaging level. A number of our consumers are fanatical about the Lynx brand - we get thousands of pieces of correspondence per week globally - new ideas for fragrances and ad campaigns and offering their services to star in new TVCs. The fan function is a symbiotic relationship - 'Dave' gets exclusive content before anyone else and feels a stronger affiliation with our brand. He often shares this with his group of mates and this builds brand love which as we know should ultimately then be seen as increased loyalty to the brand resulting in increased sales.'
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COMMENTS /
Keith
I am neither in the target age range or playing a mating game. I tried this product and like it, but the change idea is yet just another stupid gimmick. Interesting to work out how it works in the can though !