The Lynx Stream has been developed to aggregate Facebook, Twitter and mobile activity including video and pictures into a combined stream that can be shared via social media the next day.
Users can organise an event and invite friends to participate in the stream. Members can remove or delete content at any point.
Josh Dean, Lynx senior global brand manager says the brand wants to build communities around owned media platforms.
Dean adds: “Unilever is in the business of selling products but also building strong brands. The Lynx Stream is a piece of masterbrand activity – a brand equity driver – it’s not about products.”
The Lynx Stream will also act as a media channel to promote future brand and product campaigns, but Dean maintains that its core function is as a social platform.
The free app launches on iPhone and Android in the UK today (6 May). It was developed by US based agency Razorfish.
The app may be rolled out globally under the Lynx/Axe brand dependent on feedback to the UK pilot.
Unilever doubled its digital investment last year and CMO Keith Weed has previously spoken about mobile as being “exceptionally important” to driving growth for Unilever the business.
The Lynx brand is one of the FMCG company’s most innovative brands in the digital space. It previously used Apple’s iAd platform as its primary media channel for the launch of the Fallen Angels campaign for its new Excite range and an augmented reality experiential campaign using digital billboards to project its “fallen angels” onto the high street.