The initiative is part of Lynx’s latest ad campaign for the launch of its Sport Blast 2 in 1 shower gel and shampoo range and allows cinema goers to control the content of the ad by cheering at the screen.
The advert starts with a 30 second clip showing how a guy keeps up with his brainy girlfriend. It then shows five-second clips of four different types of women – high-maintenance, flirty, party and sport – and asks the audience to cheer for the girl they’d like to see in the full advert.Whichever clip gets the loudest response will then play out in the cinema.
It is the first time technology that listens live to the audience reaction has been used in real time cinema advertising.
The ad, created by BBH, will be shown in Odeon cinemas in London, Manchester, Liverpool and Scotland. Unilever worked with Digital Cinema Media (DCM) to develop the campaign.
Kavi Tolani, brand manager for Lynx Shower at Unilever UK, says: “Lynx is always looking for new opportunities to engage with its audience in an innovative and creative way, particularly as the digital age is upon us. It’s really exciting to see Lynx getting involved in technology that is both the future of cinema and the future of advertising. Hopefully the guys in the cinema might even be able to learn something from the clips that will be useful to them in the mating game.”
The ad airs for the first time before the Batman The Dark Knight Rises film, which opens today (20 July).