By Oliver Luft, marketingmagazine.co.uk, Thursday, 30 June 2011 09:10AM
The games, created by direct and digital agency TMW, are named ‘Pindering’, which allows players take control of the model in an array of situations, and ‘Ctrl X’, in which she removes articles of clothing.
The new games form part of Lynx’s ‘premature perspiration’ advertising campaign that launched during the Champions League final broadcast on ITV last month.
As well as targeting Lynx’s 323,000 Facebook followers, the ‘Pindering’ game is available to play on the brand’s YouTube channel and will be supported by banner ads.
Kieran Danaher, Lynx brand manager for Unilever UK, said: "This latest push forms part of a more sophisticated approach to our marketing strategy.
"This is a really creative way of engaging directly with our target audience and allowing guys to connect with the brand in a personal way.
"This digital element forms part of a fully integrated campaign that will reinforce our core brand values."
This article was first published on marketingmagazine.co.uk
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.