Page 56 - Best Digital Marketing Campaigns in the World

Lynx Primal Instinct 47

took the Lynx Instinct brand out to the places where its target audience
naturally congregated online.

The result was an integrated campaign featuring a multi-player online game
that proved both popular and addictive. The campaign was supported and
amplified across the audience’s favoured media channels:

●● Interactive media: rich interactive media created impact and awareness.
Some banners were also embedded with unique ‘game codes’ that could
be used to advantage when playing the Primal Instinct game.

●● Myspace/Bebo: a campaign profile was developed, allowing fans to post
comments and receive content such as wallpapers, icons and the Primal
Instinct iPhone app.

●● iPhone app: Soap developed a Magic 8 Rock app, giving the audience
decisive prehistoric wisdom for use in the Primal Instinct game – and in
the mating game at large.

●● PS3 and Xbox Live: in-game advertising spoke directly to the brand’s
target market.

●● Ralph and FHM: periodicals for the ‘modern caveman’ provided
promotion and more unique game codes to drive online participation.

●● Cinema: a 15-second cinema spot promoted the game experience before
movies popular with the target demographic.

●● TV commercial: the Lynx Instinct TV commercial drove consumers to the
online game at primalinstinct.lynxeffect.com.au. It was seen on TV, the
Lynx YouTube channel, the YouTube homepage and Facebook.

Results

Analytics software was used to monitor all game activity, and a dedicated
social content manager monitored the online conversations, general social
media activity and sentiment surrounding the campaign.