Lynx continues its successful repositioning as the fragrance of choice for young men with a new line of digital applications to help guys use "the Lynx effect".
Most men's fragrance advertising contains heavy connotations of sex and masculinity. Although while the fine fragrance houses choose to use sensual campaigns with impossibly well-groomed models, Lynx eschews this trend by using more realistic models, in more recognisable settings.
In 2008 Lynx, known as Axe in some territories, created the "Get In There" campaign. Aimed at guys who needed help breaking the ice with girls, Lynx came up with a series of hints, tips and apps so guys could get offline, and get dating. The basic premise that if a guy could successfully start to chat a girl up, the "Lynx effect" would do the rest.
With the second phase, Lynx has produced a selection of light-hearted mobile apps for guys to use in icebreaking situations. With the 'Say Cheese' app, the user asks a girl to take his picture using his phone. When she does, the camera will display a pre-loaded image (Lynx suggest a photo of the user in his underwear) to amuse and, presumably, entice. In 'Perfect Man Revealed', the user asks a girl to take a multiple choice test to find her perfect man, with the results rigged to reveal a pre-loaded image of the mobile owner. The most useful application is a digital version of the classic "Spin the Bottle", in which the user can control the outcome of each spin by pressing a specific key on their mobile, correlating to the location of the desired target.
These digital extensions to the "Get in there" campaign, demonstrate Lynx's continued success in finding a digital role in fragrance marketing.