The website is aimed at young lads from 16 to 24. I came to visit it as there was an advertisement inviting me to vote for a bikini being modelled by a 'Lynx Mynx'. As a lad who’s in summer mode, there was no question that I would resist this opportunity.
When entering the site you realise that it’s well designed and uses video streaming very effectively. Lynx as a brand has made a sizeable shift from being just another deodorant to one that gives the consumer an interactive brand experience.
Lynx TV ads have always delivered great entertainment, but in the past it was careful on the suggestive tone due to women being big purchases and influencers on the men's choice of deodorant. Today however, that gap has gone, where the strategy of 'sex sells' is in place.
The website offers customers lots of experiences and opportunities such as the 'Bom Chicka Wah Wah Rally' competition. This allows four teams a chance to go Miami and compete to become the 'Lynx Player with the Mynxes'. You are able to download a screensaver and interact with a Mynx via a series of challenges, including 'Massage a Mynx' which was entertaining. I was also able to see the finalist of the competition.
With regard to interacting with the target audience, I think Lynx has hit the nail on the head perfectly.
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