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May 1, 2007

Experiential plays key role in Lynx?s biggest ever UK integrated campaign

One of the UK’s leading male grooming brands launched its largest integrated campaign recently, featuring actress Kelly Brook, a major part of which was experiential. The campaign for Lynx has the creation of original brand-owned content at its heart, which has been exploited through the line.

The experiential elements of the campaign, led by Out of the Blue Communications, took the trend of user-generated content and asked Lynx customers to film themselves demonstrating their best moves to impress ‘the ladies’ in the hope of winning a place at the specially created Bom Chicka Wah Wah rally in Miami. Young hopefuls were able to enter through the website lynxplayers.com or audition via a touring audition lounge hosted by Lynx Mynxes – a team of models who will be accompanying the winners to Miami.

The Lynx Players Lounge toured four key UK regions during March and April in search of the winning teams. EVENTS:review attended one of the London heats at Cargo, where the winners were selected and found that what could have been gratuitous laddishness was actually handled in a very entertaining way. Refreshingly the teams of boys were happy to laugh at themselves. They were quizzed by a Lynx Mynx, and then their videos were played, before the Mynx in question chose the winners, keeping the female element firmly in charge of proceedings.


The Lynx Players Lounge tours the UK…


The Lynx Bom Chicka Wah Wah Rally, which takes place in Miami over four days in May, will see six regional winning teams compete in activities – ranging from ‘Speedo Dating’ at sunset to cruising along Ocean Drive in their flash cars – which take them from the Florida Keys to Miami itself. Kelly Brook will be introducing the day’s activities each morning and attending the winners’ party.

The Lynx Bom Chicka Wah Wah campaign has been created to highlight the new and improved Lynx fragrances in line with the Lynx brand values. It was developed by an inter-agency group, including PR (freud communications), press (BBH/Mindshare), digital media (Agency Republic) and media partnerships (Performance). Partnerships include T4, Yahoo, FHM and MTV.  

Catherine Moorcroft, Lynx senior brand manager, said: “We are really excited about the Lynx Bom Chicka Wah Wah rally. Lynx has a heritage of providing great entertainment for its consumers, from a 30-second advert to a once-in-a-lifetime experience, and the rally takes this one step further. The team has worked together to ensure this campaign is more integrated than ever before, with each piece of content working hard for the brand ”

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