To start and maintain an ongoing relationship with the target audience of 15-25 year old 'up for it' males.
To use social media to provide an on-going hub for all tactical Lynx campaign activities - and to use this to engage them in an ongoing dialogue.
To create a member's-only area (the Lynx Lounge) of the main Lynx UK site (Lynx Effect) which will reward our most loyal advocates with content and tools they can use to get success in the dating game.
Lynx body spray gives young men the confidence to succeed in the mating game. Lynx advertising and experiential events are very popular and well received - but tend to be very tactical and campaign-focussed, meaning there were troughs throughout the year where Lynx didn't have any opportunity to engage with its consumers.
Our strategy was to use our branded social media spaces to hold both new content and content created by other agencies, use this to engage our consumers in an on-going dialogue the dating game, and then entice our most engaged consumers from these social media to the Lynx Lounge, where they will be rewarded with content they can use to get success in the dating game.
The After Hours section in the Lounge is a place where they could see what actual Lynx girls got up to 'After Hours' (i.e. when they weren't modelling or promoting the Lynx brand). As well as providing some seriously nice eye candy, the site cleverly combined the admittedly gratuitous nudity within a humorous context.
Stage One: Conversations were initiated by Lynx via the Lynx Facebook fan page about the dating game - eg "Where's the oddest place you've pulled?"
Then on the Facebook fan page and the youtube channel page, the audience were introduced to 8 casting videos for the Lynx babes who would appear After Hours in the Lounge. They were invited to vote for their favourite to be the Lynx Mynx.
Stage Two: The After Hours section of the Lynx Lounge went live, where viewers could watch 8 short films starring our 8 Lynx lovelies relaxing in the Lynx Lounge - the films combine risque comedy, a touch of the surreal and high production values in equal measure.
Our eight Lynx girls include Emma Glover of Nuts magazine fame, Charlotte McKenna, winner of FHM's 2006 High Street Honeys competition, and up-and-coming actress Loretta Basey.
Stage Three: The winning girl was announced to be the Lynx Mynx- she has her own room in the Lynx Lounge where voters suggested things for her to do.
Every week for a month, we filmed the Mynx doing the funniest (or weirdest) things the viewers tell her to do - the films went live in the website the following week.
75,000 Facebook fans and counting. 65,000 Views on Youtube 10,500+ conversations and comments initiated about the mating game. 65,000 votes on the site and on facebook.