Lynx Boost
This is no ordinary Lynx campaign. Our product proposition is all about becoming energised rather than the ’Lynx Effect‘ babe magnet. Our character "Towelboy" personifies the "charged-up" effect and confidence that comes from showering with Lynx Boost.
The website is presented as Towelboy‘s official blog and sets out to entertain the visitor as well as clearly demonstrating the product benefit. Key elements include videos, a game (a twist on the classic Snake and complete with a virally seeded ’cheat‘ code) and Towelboy emoticons for MSN Messenger. All content is added to the site in the form of blog entries.
A viral film adds a further twist to the campaign by introducing the latest phenomenon from Sweden - ’Manwash‘. Visitors to the site can even win their own private Manwash by submitting home video footage.
All site content is designed to be exported to personal web spaces and blogs such as MySpace and Blogger. All videos were also seeded using YouTube, Google Video and MySpace Video as well as paid-for viral channels.
The manwash film has been “leaked” onto youtube and in a week it has over 15000 views. Its currently “leaking” all over the web in 3rd party blogs and community sites.