Party across the internet is no ordinary online ad campaign … Lynx in Australia are embracing a form of communication that our generation can truly relate to, social networking. Blogging, tweeting, facebooking, and all those super-quick ways of keeping up with the latest is, lets face it, a way of life (you should know, you’re reading this!) Lynx use these familiar web formats to present their brand message in a way we can easily approach and enjoy (enjoy being the key word). It doesn’t actually feel like you are being sold to, we are just following this guy’s crazy nights out. He could be one of your own mates; I think we all have friends that end up in random, but very fun situations …
Lynx have created a series of faux websites (a MySpace page, a Club Website) that follows the crazy nights out of a guy that uses Lynx shower gel. Instead of Lynx just getting involved in Social Media and web sites, they are using these concepts, which their users will be familiar with, to tell a story. The Ad takes you seamlessly through the awesome parties our Lynx user lands up at; the Quiksilver Pro pool party, a crazy night in a dodgy Motel with a hot cowgirl, a steamy Latin Dance Bar and finally we are taken to Lynx’s real Facebook page so we can join in the fun. And the reason our valiant party explorer can party on and on … Lynx!
The visual effects are cool; shower water running down the page, a truck driving across your page, foam bubbling up the screen, all of which make the web page hopping very smooth. As each different page fades out this guy finds himself in his next crazy scenario … obviously par for the course when you use Lynx!
I think this Ad is kind of lengthy, not all of us have time to devote 10 minutes or so of our life to shower gel adverts. However, Lynx have overcome this by including simple and funny interactive games which keep you watching. You get to push bikini clad girls into a pool and smack a cowgirl with a pillow, all good fun!
Lynx are also tapping into a serial partier’s FOMO (a fear of missing out, for those of you that aren’t familiar with this new acronym). Their brand message as always is very clear, use Lynx, you will have fun, get the girls, and feel great … but now Lynx also promises to re-vitalise you after a big night-out so that you’re ready for the next one. You will NEVER miss out. I know a few people that will be hoping this shower gel will do everything this ad professes.