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New Unilever app digitally records a night out

Unilever has launched a new application for its Lynx/Axe deodorant brand that collects communications, including images, between friends and creates an automatic stream.

The Lynx Stream was launched on Friday in Britain and will eventually be rolled out across a number of markets where the Lynx or Axe brand is present.

?Often the best nights out are the hardest to remember, so we wanted to create a useful tool that enabled people to record, relive and share their exploits in the mating game,? said Josh Dean, global brand manager of Lynx.

The Lynx Stream follows the recent launch of The Axe Twist Roulette game app created by ad agency Crispin Porter + Bogusky and Plastic Mobile.

Axe is a male toiletries brand from Unilever targeting young men. It is known in Britain and Ireland as Lynx.

App facilitates memories
To use the latest app from Unilever, an organizer creates an event and invites friend to join the group. Then, the app collects every video, picture, text, tweet, check-in and status update a group of friends makes during the event. When the event is over, a full record is created as well as a highlights video that can be shared via a Web presence.

The app was developed by Seattle-based digital agency Razorfish using Animoto video slideshow creation service technology.

Unilever?s goal for the app is to drive brand loyalty and engagement. The audience is men who live on their phones who want to capture and share the events of an evening out.

With the app, the brand hopes to help facilitate great memories and be part of those memories at the same time.

The Lynx Stream will also act as a media channel to publish content from future campaigns directly to users.
The mobile app is available to download for free from the iTunes Store and Android Market.

Unilever, London, continues to look at the app market for new ways to reach Axe customers.

?It?s important we?re not innovating for innovating sake, but if it?s relevant to our target audience, then we?ll be looking to develop,? Mr. Dean said. ?Watch this space.?

Final Take
The Lynx Stream mobile app