Deodorant brand Lynx has launched two new digital games featuring the glamour model Lucy Pinder. The Pindering game, which lets players type in a command such as 'dancing' and see Pinder act it out on screen, will no doubt set young men's imaginations racing.
The second game, CTRL X, tests stamina by challenging users to hammer away at their keyboards while Pinder reveals all. If they take their hands off the keys and 'prematurely perspire' the model waves goodbye. The games have been created by TMW and are aimed at Lynx's 323,000 Facebook followers. They will also be available on the brand's YouTube channel supported by banner ads.
Kieran Danaher, Lynx brand manager for Unilever UK, said: "This is a really creative way of engaging directly with our target audience and allowing guys to connect with the brand in a personal way. This digital element forms part of a fully integrated campaign that will reinforce our core brand values."