INTERNET: The online promotion of Lynx Voodoo

In March this year, Elida Faberge joined forces with digital marketing communications company Modem Media Poppe Tyson to create an online advertising campaign for its new men’s fragrance, Lynx Voodoo.

In March this year, Elida Faberge joined forces with digital

marketing communications company Modem Media Poppe Tyson to create an

online advertising campaign for its new men’s fragrance, Lynx


’Lynx’s target audience is 14- to 20-year-old, trend-setting males. They

go clubbing and are tech-savvy,’ explains Modem account director Ebba

Linden. ’It wanted an online campaign which fitted in with this

demographic and lifestyle.’

The initial promotion saw visitors to the site of lads’ mag FHM greeted

by a blank screen. The cursor metamorphosed into a candle, which

illuminated the on-screen FHM cover. The page then reloaded to the home

page, which featured the Lynx Voodoo banner ad.

In the second execution, a woman was seen dancing in candlelight before

the flame was blown out and the home page reloaded, with a Lynx banner

running animated images of the campaign.

In May the online promotion continued with the Lynx Voodoo Eclipse


Visitors to the Ministry of Sound web site were given the chance to win

tickets to a one-off dance event on the eve of the solar eclipse of

August 11, featuring live performances from acts including Fatboy Slim

and Carl Cox. ’The collaboration with the Ministry of Sound helped bring

credibility to the brand,’ says Linden.

Lynx then launched an e-flyer on the internet to announce the start of

the competition to win tickets to the party. It featured a countdown

ticker, event information and entry details. When users visited the

Ministry of Sound web site to see whether they had won, they witnessed

the first ever ’web eclipse’ - the site disappeared and was replaced by

a blitz of streaming audio and video which previewed the dance


A banner campaign was also run to promote the site. This too displayed

tickers, which counted down to the day

of the eclipse.

Limited edition cans of Lynx Voodoo deodorant went on sale at the end of

June. These carried more information on the event, a hotline number and

the web site address.

’The campaign ran for three weeks. In that time we captured over 20,000

e-mail addresses, gained knowledge about our users and raised brand

awareness ,’ says Linden. ’Lynx online has been a huge success in 1999,

and we will carry this on into 2000 with increased momentum.’


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