Digital Cinema Media (DCM) has pioneered the world’s first ever sound activated cinema advertising spot in collaboration with Unilever as part of an experiential marketing campaign to launch the latest addition to the Lynx Shower Gel range.
Cinema audiences have been handed the power to control what they see on the Big Screen before new Batman movie, The Dark Knight Rises by voting with their voices for the outcome of the advert for Lynx Sportblast 2 in 1 Showergel & Shampoo. Targeting a young, active male audience and harnessing the Lynx effect to get guys ahead in the mating game, the creative from BBH features five very different, yet challenging “Lynx Mynxes” – Brainy Girl, Flirty Girl, Party Girl, High Maintenance Girl and Sporty Girl. The interactive ad runs for two weeks before The Dark Knight Rises and starts with a 30” clip on how to “keep up” with a brainy girlfriend. Four 5” previews of the other girls are subsequently teased, demonstrating how guys should keep up with each of the girls. The Batman fans are next invited to choose whichever Lynx Girl they find the “most demanding” and cheer for their favourite. The girl receiving the loudest response is then revealed to the audience as her advertisement is played in full.
DCM worked with digital agency MarketMe to devise this ground-breaking activity which uses technology that listens to the audience reaction. Within each auditorium an audio trigger is linked to a server, which gauges the level of interaction and feeds the results back to the screen in real time. The result is a brand new way of engaging the audience using the cutting-edge technology.
The innovative advertising spots, planned by Mindshare, can be seen for two weeks at five Odeon cinemas in Wimbledon, Kingston, Manchester, Liverpool and Scotland. On-screen presence is supported by a comprehensive 360 degree integrated marketing campaign comprising in foyer activity to drive cinema-goers to the Lynx Effect Facebook page, where voting for the most popular Lynx Girl continues. Click through to find out more about the Girls and vote for your favourite.
Cinema-goers at Odeon Wimbledon are in for an even bigger treat as the five Lynx Mynx’s will be circulating between the foyer and auditorium in person to rally live support during the advert, to collect Facebook votes via iPads and to explain how to interact with the On-Screen spot. The experience culminates with one final push upon exit when customers are handed samples of the new range and a reminder of the Facebook page.
“Lynx is using cinema’s multiple touch points to provide a truly memorable experience for its target audience and to bring cinema to life as a cross platform media opportunity,” says Joe Evea, DCM’s Business Development Director. “The brand is embracing this philosophy to ensure its message resonates with the audience at every stage of their journey and overall cinema experience. By using digital media and the social media space, Lynx is encouraging the audience to share their experience with a much wider social group”.
Lynx Brand Manager, Kavi Tolani, adds “Lynx is always looking for new opportunities to engage with its audience in an innovative and creative way, particularly as the digital age is upon us. It’s really exciting to see Lynx getting involved in technology that is both the future of cinema and future of advertising. Hopefully the guys in the cinema will be able to learn something from clips that’s useful to them in the mating game too”.
The world’s first ever interactive sound-activated cinema advertisement runs until August 4th and is spreading the Lynx Effect in selected cinemas whilst growing its online presence through Facebook interaction and other viral activity.