We delivered the most recent round of digital marketing for Lynx, as part of their Sharp Focus campaign. The main feature was a fun micro site that combines the use of live action video and casual gaming to drive home the message of the campaign "when your with the ladies, don't loose your cool!"
This was then promoted with banners and take over ads that were run through videoegg.
(VideoEgg are the guys that run most of the video content for online communities such as Bebo, facebook, jibjab, metacafe and imeem.)
I felt this was a smart move by the media buyers, and a great way for someone like Bebo to monetise their content. Its also a great way for brands to access the illusive social network market. The advert actually appeared at the end of a video I was sent by a friend through bebo. I didn't find it intrusive, which is hugely important when working on social networking sites, and it offered a fun experience. What more can you ask for?
The page takeover add, also run through the guys in videoegg, allowed the user to play the first level of the game without needing to go to the microsite. This was a cool way of engaging with people as it allowed them to have a full experience of the game without them leaving the page they were on, but it also gave sparked interest and curiosity to visit the microsite.
The campaign got loads of great exposure, and was doing very well. However a certain Joe Duffy was a little unsure about the angle and tone of this "for the lads" campaign. Was it too hot for Joe Duffy? Evidently yes, as he did a feature on the campaign on his radio show and the site has since then been put on the back burner. You can see a lovely place holder page at FocusOnHer.ie, but unfortunately no game. If you really want to see the amazing and fantastic experience that was FocusOnHer.ie, then I urge you to bombard Joe Duffy with your complaints. Surely if we get enough support there will be no way of denying us! (And I'm sure Lynx will be delighted to get the extra exposure)
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