The Lynx Effect is on air again in the UK with a new website that encourages consumers to mix the Lynx fragrances.
Created by BBH the site features the tagline “It’s good to mix things up” and it’s directly connected to a partnership Lynx has signed with MTV to give more visibility to the campaign and to the online competition that invites consumers to watch the Lynx “barman” mixing the fragrances, and then submit their own videos.
The Lynx Effect in this case is not as cool and innovative as we are used to. realize I’m not the target for Lynx’ communication, but the site is nice to watch maybe once, when curiosity pushes you to explore it, but then the call to action for user generated content is not particularly compelling and it doesn’t give you a reason to participate nor to spread the word. Too bad.
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