The Planet Lynx initiative has already launched in beta in the US and Canada under the Axe brand name. It uses the strapline “Play Hard. Earn Points. Score Rewards”.
It includes games such as Axe Man, which is powered by users’ music collections. The game could potentially launch in the UK market as Lynx Man or Lynx Axe Man.
Players can play against friends and other members of the Planet Axe community to reach high scores on the leaderboard and earn more points. Points can be redeemed against prizes such as Xbox 360 consoles.
In the US the Axe Man game is available on iPhones and Android smartphones as well as PC and tablet devices.
Planet Axe also offers exclusive download content, celebrates the Axe “fan of the week” and offers double points promotions.
It has been created in partnership with Unilever’s media team and Facebook, Google’s YouTube and Viacom as part of a brand led engagement strategy.
It would mark a shift in strategy as Lynx has traditionally focussed marketing activity around product innovation and new launches. Unilever aims to make sure the brand has a presence in digital spaces where its target audience spend time as well as investing in traditional advertising.
Planet Lynx could also be used by the brand to promote messages about new launches or other brand activity.
BBH handles Lynx advertising in the UK.