Lynx Cleans-up with Towelboy and Manwash

Lynx have created lots of great destination websites for their target audience of young, red-blooded males in recent years.

Their latest one - created to promote Lynx Boost shower gel - is a veritable smorgasboard of interactive delights inspired by Towelboy, the Lynx Boost brand ambassador who starred in the recent TV ad, and Manwash, the Lynx Boost roadshow that's currently touring Britain.

Highlights include:

- A multimedia blog on the lynxboost.com homepage that's featured photos, videos, emoticons and mobile backgrounds in recent weeks
- A Manwash roadshow locator tool
- Links to specially created Myspace profiles for each of Towelboy's female friends
- A Towelboy game called 'Snakecharmer', featuring a secret lingerie level accessed by clicking and holding the mouse over the Lynx Boost bottle

All of the above have been made easily linkable and bloggable, which is probably why they're whizzing round the web as virals!

Interesting to note that what might be considered an unsophisticated target audience are reached by Lynx using exotic online content. Whilst well-to-do Digital Immigrants tend to be more cultured when it comes to traditional media, it's Diginatives, regardless of social class, that best understand and appreciate the new digital media.

Here's an exampler video of Towelboy's antics: