Unilever – in partnership with its media agency, PHD – is entering the world of e-sports to launch its new Lynx Xbox range, available in body spray, deodorant, and shower gel format. An ANZ-wide tournament, targeted at both casual and enthusiast gamers alike, will look to crown the ultimate Lynx Legend, who will receive an all-expenses-paid VIP trip to attend PAX, a series of gaming culture festivals in the USA.
Recognising that gaming is an important passion point among Lynx consumers, Unilever and PHD have partnered with Xbox to leverage this unique medium and drive significant engagement with their core Gen Z and millennial male target audience.
Working with ESL, one of the leading e-sports organisers, the Lynx Legend tournament will host eight qualifier rounds across both Australia and New Zealand, allowing participants to compete across four selected games on the Xbox Game Pass network. Eight finalists will be flown to PAX in Melbourne to compete further until the ultimate Lynx Legend is crowned.
Says Marc Holloway, brand manager, Lynx: “This is a truly exciting campaign for Lynx. Gaming is an essential platform for us to drive relevance with our audience, and we can’t wait to offer our audience a true gaming experience in our communications.”
Says Kathryn Furnari, group business director, PHD: “This campaign is the result of true collaboration between multiple parties. At PHD, we’re passionate about working with our clients and partners to help them navigate new arenas. For Lynx, this was about giving our core audience an authentic gaming-led experience, never seen before in e-sports.”