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.