Lynx Intros Mobile 'Weapons of Mass Seduction'

NEW YORK When it comes to getting U.K. males away from their computers and out into the world to meet women, Unilever’s Lynx brand has a secret weapon: the mobile phone.

Lynx, known as Axe in the U.S., has launched a “Get in there” digital campaign in the U.K. that uses branded mobile applications as a bridge from social networking and online dating to the real world of actually talking to females in person.

Bartle Bogle Hegarty, the Unilever roster shop that handles Lynx, has created a half-dozen mobile applications intended to aid the Lynx 18- to 24-year-old target market in a singular pursuit: breaking the ice with girls.