Digital choice: Lynx MySpace Towel Boy

James Timberlake, Head of digital and direct marketing, Billington Cartmell, Marketing, Wednesday, 25 April 2007, 12:00am,

It seems that Lynx just can't put a raunchily-fragranced foot wrong. Its TV ads are already famous for engaging its target market - and its 'Towel Boy' venture on MySpace continues the gag with flair.

This is excellent use of the digital space, targeted perfectly to reach high volumes of key browsing consumers. The fun content - complete with friends, interests, games and videos - is totally engaging and makes the page one of the stickiest around.

The really clever thing is how successfully 'Towel Boy' builds on the Lynx brand, capturing exactly the right attitudinal note, leveraging the TV ads and drawing you through to the Lynx website. Users learn about the experiential activity and take part in the real and virtual activity, which brings the brand to life.

It would be satisfying to highlight areas where improvements could be made, but even the harshest critic would find it hard. 'Towelboy' ticks all the boxes: it targets its audience, integrates the brand content with the marketing activity, and with more than 1300 'friends', it has word-of-mouth working for it as well.

'I'm Towelboy', explains our sexy young hero, 'semi-naked superstar, 24 and living the dream. This MySpace page is a master-class in the way of the Towel'.

It is also a master-class in the way of digital marketing.

Website: AKQA.

This article was first published on Marketing