January 9, 2008
Mobile Ap: Weapons of mass seduction
AdWeeks reports on a digital campaign launched by Unilver's Lynx brand, known as Axe in the US - titled "to get to know girls".
"A half-dozen mobile applications have neen developed to aid the Lynx 18- to 24-year-old target market in a singular pursuit: breaking the ice with girls.
The "weapons of mass seduction" include a "Fit Girl Finder" soundboard that can be used, for example, to play the sound of a car being unlocked while standing next to an expensive vehicle. Another converts a phone into an on-the-go Spin the Bottle device. A third is a soundboard that guys can transform into a harmonica or "body-piercing scanner."
They can be downloaded at www.lynxeffect.com or by texting a short code.
... At the Web site, users can watch four YouTube videos of the "Lynx Guys" with their seduction tips and submit their own footage showing them using the mobile applications. It also includes pick-up items like a business card generator and magic tricks primer."
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