Mobile seduction

DESCRIPTION

Lynx is giving young men who spend too much time online in their bedrooms a helping hand in the mating game. In keeping with the Unilever brand’s promise that Lynx – also known as Axe in some markets – users “get more”, it has unveiled a mobile and online toolkit designed to help them impress and amuse.
At the heart of the Get in There campaign is a mobile application that turns their phone into a “weapon of mass seduction” via a series of enticing noises. Sound effects including an attractiveness meter that mimics a Geiger counter, a lasso, a zipper and even the sound of spraying deodorant or breath freshener. Other aids to convince that they are more than just the usual spotty adolescents include the sound of a Porsche unlocking and downloadable business cards.
There is also a widget on the site – the Countdown Clock. This can be used on a social networking site to count down to any particular event such as a birthday or the next big night out. When the clock reaches zero the fireworks go off
The tools act as the centrepiece of a content-based campaign that also features films of Lynx-enabled lads in action in pubs as well as a monthly competition encouraging consumers to film themselves in action.
The Lynxeffect.com site is being promoted via viral content on the likes of YouTube, social media sites such as Bebo as well as via banners on the FHM website
The activity has launched first in the UK and will roll out across Europe during 2008.

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