Lynx wanted to drive mass awareness and desire for their new limited edition can amongst a target market of 13 to 25-year old men.
We had to do something that had cut-through with our audience, which they would find cool and which, most importantly, changed their behaviour.
We gave AJ’s fans what they all wanted to see: a fight. We sent young guys all around the UK on a gamified, smartphone treasure hunt.
In partnership with proximity tech experts LANDMRK, we built a bespoke interactive web app. Tapping into youth ‘surprise drop’ culture, we digitally hid 5 hand-signed AJ cans in places of special significance for him e.g. his first boxing club. Find a gold can through our app and win the ultimate prize for this audience: tickets to his next fight.
This campaign received:
Digital Marketing Awards - Gold (Best use of mobile and portable devices)
The Drum DADI Awards - Winner (Best use of mobile)
Creative Pool - Bronze (Digital)