For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
What's a personal-care company to do when it runs out of ideas for fragrances? Turn to consumers. Lynx 3 encourages customers to combine two existing Lynx scents to create a personalized, third scent.
Lynx wanted to build on an existing TV campaign that involved two women who crash into each other to form the "Ultimate Woman." Believing its target demographic of 13- to 18-year-old males is more receptive when they're physically involved, Lynx took the "Ultimate Woman" idea to the next level.
It set up interactive video screens in malls and cinema foyers, manned by attractive Lynx 3 girls to entice guys in. Users picked from onscreen women and, by waving their hands, combined their two favorites. They could then have a photo taken with their "ultimate woman."
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