Unilever launches The Lynx Stream mobile app for iOS and Android

Unilever, one of the world’s largest consumer goods companies, has created the first mobile app to capture the real-time social elements of Facebook, Twitter and mobile phone activity to produce a record of unforgettable nights out.

The Lynx Stream, developed for deodorant brand Lynx / AXE, collects every video, picture, text, tweet, check-in and status update a group of friends makes to produce an automatic Stream of the night and highlight video, which can be watched online and shared through social networks. 

The mobile app,­ available to download for free from the iTunes Store and Android Market,­ has been created with the intention to drive brand loyalty and engagement by providing an essential social tool for young people.

The Lynx Stream will also act as a media channel in future brand and product campaigns where content can be published directly to Lynx followers.

Josh Dean, Lynx Global Brand Manager, comments:

“When we design Lynx products we ask ourselves how will it fit into young guys’ lives and how will it make them more confident and attractive in the mating game.  The Lynx Stream has been developed with the same thought process.  Our guys are living on their mobile phones so it makes sense to build an app that adds significant value to their lives by enabling them to capture unforgettable nights out.  And if Lynx is helping to facilitate great memories ­ and is part of the memory ­ then it stands to reason that people will save some affection for the brand itself.”

The Stream starts with an organiser creating an event and inviting friends to join a group.  Those without The Lynx Stream are directed to download the app in order to join the group.

Once the event begins the Stream captures and collects the group’s videos, pictures, texts, tweets, check-ins and status updates to create a record of the night out whatever direction it takes.  When the event is over a full record of the Stream is created as well as a highlights video, which can be viewed and shared via a dedicated web presence (www.thelynxeffect.com/lynx-stream).

The Lynx Stream has been developed in the US by digital agency Razorfish using Animoto video slideshow creation service technology and is available for free on iOS and Android.  It is being trialed in the UK with the intention of global rollout across a number of Lynx / AXE territories.

This looks awesome. I’m off to test it out now.

Posted by: James