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.’


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug