Following on from Monday's warning shots in the Guardian, (and my last post) comes news of MindShare stealing the limelight from BBH and Dare:
Unilever brand Lynx has launched an online ad campaign letting consumers manipulate its marketing material.The brand has channelled its huge marketing spend into an extension of its 'Bom chicka wah wah' campaign through a deal with Yahoo!-owned online editing provider Jumpcut.With the incentive of a trip to Miami to meet pin-up Kelly Brook and be crowned the Ultimate Lynx Player, users have been invited to edit Lynx's professionally produced content, such as exclusive footage from TV ads, and submit it to a judging panel.The results of the experiment will provide an insight into the level of involvement people desire with big brands and FMCGs in particular.MindShare Beta, the media agency's innovations arm, was behind the campaign. Jo Lyall, managing partner at MindShare Interaction, said the results will give Lynx valuable intelligence on how people interact with the brand."Lynx is looking to see how many people want to get more involved with the brand," she said. "Its campaigns have always been engaging but this is an extra step. The days of simply putting up a banner ad have gone; this is about discovering how far hardcore users will interact as well as tracking how many people choose to view and pass on this type of content."The campaign follows MindShare's creation of a MySpace profile for the brand last year. Both campaigns are planned as markers of how much user involvement Lynx should rely on in future campaigns.
Unilever brand Lynx has launched an online ad campaign letting consumers manipulate its marketing material.
The brand has channelled its huge marketing spend into an extension of its 'Bom chicka wah wah' campaign through a deal with Yahoo!-owned online editing provider Jumpcut.
With the incentive of a trip to Miami to meet pin-up Kelly Brook and be crowned the Ultimate Lynx Player, users have been invited to edit Lynx's professionally produced content, such as exclusive footage from TV ads, and submit it to a judging panel.
The results of the experiment will provide an insight into the level of involvement people desire with big brands and FMCGs in particular.
MindShare Beta, the media agency's innovations arm, was behind the campaign. Jo Lyall, managing partner at MindShare Interaction, said the results will give Lynx valuable intelligence on how people interact with the brand.
"Lynx is looking to see how many people want to get more involved with the brand," she said. "Its campaigns have always been engaging but this is an extra step. The days of simply putting up a banner ad have gone; this is about discovering how far hardcore users will interact as well as tracking how many people choose to view and pass on this type of content."
The campaign follows MindShare's creation of a MySpace profile for the brand last year. Both campaigns are planned as markers of how much user involvement Lynx should rely on in future campaigns.
Subscribe to Advertising 2.0 by email or RSS
Robin Grant
Blogging for:
Member since: 03 Jun 2008
Last login: 02 Jun 2009
Total Posts: 733
