Ad agency BBH has announced the launch of Get In There, which it describes as the first ongoing digital expression of the Lynx Effect. Get In There is a holistic online and mobile experience rooted at www.lynxeffect.com, with rich diverse digital content that guys can use to play the seduction game in real life.
The campaign aims to answer a simple problem: with digital as the enemy of the Lynx Effect – webcams, chat-rooms and instant messaging young guys are spending more and more time trying to get girls online, how can a sensory male grooming brand re-express itself in the digital space?  BBHs answer is Get In There, a campaign that it says inspires, equips and encourages guys to get out and have a go with girls in the real world, not just in cyberspace.
Get In There is an extended network of linked content, wherein the user experience is based on functionality and content. The intention is to create as many situations as possible where guys can choose to spend time with the brand.
At the heart of Get In There sits the hub site: http://lynxeffect.com/, which has strong and multiple connections to, partnerships with, and bespoke content created for, sites with which guys already interact, from Youtube to Bebo to FHM to Flickr.
One of the content highlights of Get In There is a range of downloadable mobile phone applications. As such, says BBH, its the first mobile phone campaign that turns a handset into a pulling tool: a weapon of mass seduction. The first two mobile phone applications use sound effects to turn the handset into an icebreaker. With the Fit Girl Finder, the phone can track down an attractive lady. And with the Lynx FX soundboard, the user can claim to own a Porsche, play the harmonica or scan for body piercings with sounds including a central locking system, musical instruments and a metal detector. Other ice-breaking mobile applications will include a Chat-Up Translator and a Perfect Man Revealed quiz. Mobile applications will be launched and shared via cross-promotions, text shortcodes, timed releases and viral texting.
For guys in need of inspiration, hidden camera footage exposes the Lynx Guys, characters from the website trying to Get In There with the ladies; or consumer-uploaded videos of regular guys in action competing to be the monthly hotshot. Other digital tools include downloadable business cards, magic tricks, email tools and widgets which will be refreshed frequently.
With BBH at the creative and strategic helm, the website was produced in partnership with London-based Preloaded. The mobile applications were built by Golden Gekko.
This is a big deal for us, says Rick Hirst, Lynx Business Director at BBH London. Get In There has been a year in the making. It has been a seamless collaboration between BBHs traditional functions creative, planning and account management, and our newer disciplines digital production, content, mobile and engagement planning. The core of the idea re-expresses The Lynx Effect for the digital space. Get In There is a call-to-arms for young guys: spend less time dating online and more time trying to be successful with girls in the real world. Lynx is there to provide the tips, tools and tricks for guys to try out and improve their chances.
Karen Hamilton, Regional VP Marketing for Lynx-Axe Europe concedes that digital is something that the Lynx brand has previously done sporadically, but says:
With our new campaign, we feel we now have a digital presence that not only continues to give young guys the edge in the mating game but also provides us with an ongoing platform to deliver cutting-edge digital creativityWe have specifically created a large amount of exciting, diverse and tailored content that works across many different platforms.
Get In There will launch first in the UK and then be rolled out across Europe through 2008. The campaign is the first work from BBH for Lynx/Axe Digital since the appointment of the agency in December 2006 as lead creative and strategic European digital partner for the Lynx/Axe brand. BBH has handled above-the-line communications for Lynx/Axe since 1995.