Men’s grooming mainstay Lynx has teamed up with Landmrk to boost the launch of a limited-edition edition of its ‘YOU’ fragrance fronted up by Heavyweight Boxing World Champion Anthony Joshua.
In the run-up to Joshua’s bout with Jubrat Pulev on October 28 (not to mention the Olympic Gold-winner’s 28th Birthday on October 15), Lynx has used the Landmrk platform to activate more than 1,000 hotspots up and down mainland UK, offering hundreds of samples of the new deodorant for anyone who heads to the locations. When users click on links shared from Anthony Joshua’s social channels, they’ll access a branded Lynx map and can navigate to the pick-up points, many of which are based in venues that track the boxer’s rapid rise to the top of the fight game.
In addition to securing special samples of ‘YOU’ in return for their efforts, five lucky people will secure golden cans from Lynx representatives on site, each of which come with a pair of tickets to the fighter’s 12-round Cardiff clash with the Bulgarian, in which he’ll look to retain the titles he took from Wladimir Klitschko in April 2017.
Executed alongside TMW Unlimited for Lynx/Unilever, the product side of the ‘Find Your Magic’ campaign is being handled by social sampling start-up SoPost. The campaign went live at 5pm on Wednesday, October 12, and for a closer look at what is on offer, head to www.lynxdrop.com from your mobile.
The Landmrk platform has been used for activations as diverse as the worldwide launch of Shakira’s “El Dorado” album this summer and the launch of series six of TV smash “Homeland”, offering digital scale to experiential marketing campaigns. Users of the platform generate ‘kinetic currency’, trading their movement for rewards. In this case, to either smell like AJ or see him take to the ring in person.
If you’d like to find out more about Landmrk or would like to talk about how you could use the platform, drop us a line at firstname.lastname@example.org.