Lynx launches mobile apps to help men 'get in there'

by Maisie McCabe, marketingmagazine.co.uk 26-Jan-10, 09:10

LONDON - Men's toiletries brand 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'.

Comments

emma lambert - 26/01/2010

Mike Fielding or Noel Fielding from 'The Mighty Boosh?'

Susan Billinge - 26/01/2010

It is indeed Mike Fielding, otherwise known as Naboo the Enigma.

Paul Tagent - 26/01/2010

Has there ever been any market research as to what girls actually think of the smell of Lynx? I like their marketing, but the products ming!

Nicola Lucas - 26/01/2010

Yea it's his brother. Lynx stinx.

Paul Skelton - 26/01/2010

Agreed Paul - marketing so much better than the product - yuk

Faustino B - 27/01/2010

I thought advertising wasn't allowed to imply that a product would make you more attractive to the opposite sex? How does Lynx get away with it?

anthony agarrat - 27/01/2010

Paul Tagent - I am assuming that the people that buy lynx are still 11-15 year olds the majority of which are not getting in anywhere, let alone there. You would think that as there is a first generation of lynx users who are now in their 30s they would point out to teenage brothers, nephews and sons that lynx smells like shit.