Hot UK news girl gets job done… click on the timeline and press 5 7 3 8 to get the Lynx Effect
September 30 2011, 8:24 am | | 9 Comments
Razorfish, London has created a new YouTube video for Lynx which uses keyboard shortcuts (shortcut scrubbing) to reveal ‘The Lynx Effect’. If you press 5, 7, 3, 8 the reporter will reveal ‘The Lynx Effect’.
The key shortcuts used are called ‘shortcut scrubbing’. These are markers within YouTube that skip chapters by 10% increments at a time. To the agency’s knowledge this is first time that ‘shortcut scrubbing’ has been used in a brand video.
9 Comments
shortcut scrubbing is old news. next?
Using a UI mechanic that’s been used before doesn’t automatically disquaify an idea. If it did, rollover banners are out. QR codes are out. Using a mouse? Out. This is bang on Lynx’s brand strategy and it’s fun to play with. And the way the reporter clears her throat when you press 8 is a magical stroke of genius.
If anyone’s having trouble with the link, try this:
http://www.youtube.com/watch?v=DReAwqrWDls&feature=player_embedded
whats the idea then SG?
“To the agency’s knowledge this is first time that ‘shortcut scrubbing’ has been used in a brand video. ”
Not sure I get this at all. If pressing 8 ‘is a magic stroke of genius’ then I am happy not to have SG in my circle of friends or colleagues. A very confusing piece of communication at best which is actually ‘off strategy’ and made more complicated by tricksy device. Should’ve left it on the layout pad.
Is it just me, or does that thing down around dick level look like the back of a pony-tailed little girl?
SG stands for Stupid Guy
@adguy: The idea is to take something benign and edit it to make it risque. That’s something Lynx has been known to do in the past. With this ad the target gets to do the editing for themselves, which they’ll no doubt enjoy.
@party poopa: I’m glad you stipulated colleaugues as well as friends. Cast a wider net, that sort of thing. But how do you know I’m not already either?
@Tool: Devastatingly witty.
I’m not too sure. I’m a red blooded bloke that loves a dick gag as much as Tom Cruise loves a gag reflex, but the new lynx stuff I’m seeing lacks the class of the previous stuff big time. It’s more porn than great idea on strategy.
This kind of stuff has been done before, but will the consumer care? I’ve had great fun making the girl blow the guy. They should have a few more moves on.
And @1204: ha ha ha. Yes I think it does. The building in the back ground kind of looks like a school though