Lynx island giveaway exposes entrants to a whiff of chaos
Lynx Effect's "Chaos Island" campaign took center stage on Facebook
The Offer: Babes, booze, bikinis, pizza, pillow fights—and ninjas? That's what Unilever-owned Lynx brand was offering those who entered its summer “Chaos Island” campaign. Visitors to the U.K. Lynx Effect Facebook page had seven chances to take part in a digital treasure hunt to win 14 tickets to a three-day Caribbean island party with 20 “Lynx girls.” (As the brand states in its explanatory video: “Seriously. This isn't a joke. We've got an island.”) Participants were given tantalizing and time-sensitive clues through videos hosted by blonde British surfer Sophie Hellyer. Tweets mentioning #chasethechaos helped reveal the clues more quickly.
The Data: The Lynx Facebook page had just over one million “likes” and more than 48,000 followers on Twitter as of mid-October 2012.
The Channel: Home base for Lynx's chaotic campaign, which cost Unilever the equivalent of roughly $7.2 million, was Facebook, where the app took center stage. In addition to a TV awareness push by Bartle Bogle Hegarty, creative agency Tullo Marshall Warren teamed with clickTAG to develop the digital elements, including a YouTube masthead that allowed users to navigate a virtual ship with their smartphones.
The Creative: The clues had players running all over the Web, including using Google to crack Morse code and deciphering backwards URLs.
Kevin Drew Davis is executive creative director at Digitas Chicago and San Francisco. Davis has also led creative teams at Wieden & Kennedy and The Richards Group and has collaborated with top brands, including Audi, Calvin Klein, and Coca-Cola. Read our Q&A with Kevin for more.
The time sensitivity of the treasure hunts gives a sense of urgency and scarcity often missing from online campaigns. I enjoyed the idea of entering an “answer” into Google, which hacks the idea of search and SEM/SEO. This was a great, integrated program.