Tuesday, January 26, 2010

Lynx 'Get in There' Mobile App

Lynx has launched three new mobile apps to help young men break the ice with women as part of its 'Get in There' campaign.

The campaign for the Unilever-owned deodorant, created by Bartle Bogle Hegarty, offers men digital aids to help them "get in there" in real life with icebreakers designed to make women look, laugh and respond.

The 'Say Cheese' app allows men to play a trick on women by asking them to take a photograph. When a woman uses the man's phone to take his picture a pre-selected photo appears on the screen instead.

A 'Spin the Bottle' app allows men to take the risk out of the kissing game Spin the Bottle by using the key pad to choose the most attractive woman in the group.

Lastly, the 'Perfect Man' app includes a multiple choice quiz which allows women to find their ideal man. Men take a photograph of themselves which is revealed after the woman answers the questions. Each of the three apps includes an instruction video.

The first 'Get in There' apps - the Lynx FX and Fit Girl Finder - won a number of awards and were born out of an engagement strategy focused on social effects rather than simply being designed for personal entertainment.

Last week, Keeley Hazell, Page 3 model and aspiring actress, starred in a 15-minute online game to promote the new Lynx Twist.

The footage, called 'Keeping Keeley', stars Hazell alongside Blake Harrison from Channel 4's 'The Inbetweeners' and Mike Fielding from BBC comedy 'The Mighty Boosh'.

Brand Republic


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