Lynx Dry digital games

To launch Lynx Dry, the brand’s new 48 hour antiperspirant, we created two interactive digital games starring new Lynx girl Lucy Pinder.
Lynx Dry aims to stamp out ‘Premature Perspiration’ which according to research could ruin men’s chances with attractive women. The two games give men a head start in controlling their staying power with the opposite sex using the legendary Lynx effect.
The first game ‘Pindering’ allows men to take control of Lucy in a range of situations. Typing in words such as ‘sleeping’ and ‘cooking’, participants can watch as Lucy carries out their commands in her own, unique way.
The second game ‘Ctrl X’ tests the player’s stamina as they are asked to press the ‘Ctrl’ and ‘X’ buttons continuously. The longer they can keep going the more Lucy reveals. If they break down and ‘Prematurely Perspire’ Lucy waves goodbye.

As well as targeting Lynx’s 323,000 Facebook followers, the ‘Pindering’ game is available to play on the brand’s You Tube channel and will be supported by banner ads. The ads end with the strapline ‘Premature Perspiration can be controlled’ enticing viewers to take part in the interactive game experience to see if they can control Lucy Pinder and their perspiration.

Executive Creative Director: Gareth James
Copywriter: David Parker
Production Company: TMW/Agile Films
Art Buyer: Jenny Taylor
Designer: Nick Pires, Steve Heycock
Media agency: Mindshare
Senior Account Director: Susie Clark
Account Manager: Tim Russell
Account Planner: Martin Harrison
Project Manager: Ed McCulloch

Contact:
Richard Marshall
Partner
020 7349 4036
rmarshall@tmw.co.uk