Lynx x LADbible Group
The New Lynx Effect
Lynx partnered with LADbible Group to launch Lynx’s new campaign – The NEW Lynx Effect. Here to show you that when you smell good, good things happen.
Research from our audience network showed that a year of lockdown had knocked people’s confidence, and so we created a platform that embodied ‘The Lynx effect’ by creating the perfect space for self-confidence to come to life. In a trailblazing balance between the real and digital, we created fun AR experiences developed alongside Lynx’s ambassadors that each aimed to get everyone hyped and confident to step out in the brave new world of a post-lockdown summer.
Video content launched these AR experiences across 3 of our most popular channels. And as the uptake grew it all took on a life of their own – being used across the country in new and inventive ways that ultimately became new fun content in their own right.
AR Filters
Creating new confident content for a post-lockdown summer
In what we called the ‘Anticipate’ stage, we introduced the upcoming AR experiences across our channels using Calfreezy, Aitch and Chunkz. Each known for their unique approaches to confidence and passion for engaging with their fans in new and exciting ways.
We then released three unique AR experiences, an interactive reaction filter, a game where the user was the controller and a hologram concert. These AR executions took on a life of their own, being used by our audience in new and inventive ways as content in their own right, which we celebrated in round-up videos of the best UGC.
AITCH
AR HOLOGRAM
Aitch’s hologram launched to an audience of over 50 million via UNILAD’s Facebook, Instagram, Snapchat and on-site channels. Challenging users to find the most creative virtual stage and encouraging fans to create the ultimate home concert with our AR experience.
On your mobile?
Stage 1
Aitch launched his Hologram performance on Unilad in a piece aimed at sharing his hottest tips for gaining a confidence boost. Which he certainly needed himself when putting his hologram in the hands of our audience to play it out anywhere, even the Etihad!
Stage 2
After the hologram had been released, we collected submissions from our audience, creating a fully crowd-sourced music video for Aitch’s performance. Closing the loop with an abundance of confident content from our fans.
CHUNKZ
INSTAGRAM FILTER
Entertainer Chunkz brought his trademark cheeky humour to UNILAD, becoming everyone’s hypeman for getting back out and about. We created an AR Insta filter that threw people back into those once-everyday scenarios they’d fallen out of practice navigating after a winter of lockdown.
On your mobile?
Stage 1
Chunkz launched his AR filter on LADbible in a sit-down interview where we asked one of the country’s hottest entertainers how it felt to be releasing an AR filter for the world to use. As well as getting an insight into where he gets the confidence.
Stage 2
As our audience started to use the AR filter, we posted some of the best we’d seen in a compilation to get more people using it and to get people jumping on the movement of regaining their post-lockdown confidence.
CALFREEZY
AR FILTER GAME
Youtuber Calfreezy brought his love of gaming to GamingBible to challenge people to get out there and tackle the summer. We created an Instagram filter game that let people escape from lockdown, testing everyone’s readiness to bring the heat.
On your mobile?
Stage 1
We launched Calfreezy’s AR game by showing his first impressions of the finished game. As he came to grips with the first-ever game he helped co-author, he explained what the thought process was in developing the game and how it was a conduit to expressing confidence.
Stage 2
After the AR game was released, we invited Calfreezy back to GamingBible to take a look at how people were faring with it – doing what he does best by reacting to the best plays of his game. The amazing happened as he did so; he uncovered some people putting themselves out there and having fun in ways we wouldn’t have imagined like a lad doing freestyle over the game!
