STREAM by Razorfish New York for Lynx

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STREAM

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Razorfish New York
Executive Creative Director Frederic Bonn
Creative Director Mike Nuzzo, Lian Chang
Art Director Richard Velloso Silva
Designer Derek Harms, Leon Li
Released April 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: LYNX
Product/Service: MOBILE & SOCIAL PLATFORM
Agency: RAZORFISH
Date of First Appearance: Apr 28 2011
Entrant Company: RAZORFISH, New York, USA
Entry URL: http://awardshowsubmission.com/AXE/stream/
Senior Copywriter: Alex Bodman (Razorfish)
Vice President Mobile: Paul Gelb (Razorfish)
Senior Producer: Glenn Rogers (Razorfish)
Creative Director: Lian Chang (Razorfish)
Chief Executive Officer: Marko Garafulic (IronOne Technologies)
Executive Creative Director: Frederic Bonn (Razorfish)
Creative Director: Mike Nuzzo (Razorfish)
Designer: Leon Li (Razorfish)
Designer: Derek Harms (Razorfish)
Associate Designer: Hannah Yu (Razorfish)
Information Architect: Tasha Luksa (Razorfish)
Associate Director/Account Planning: Ben Butler (Razorfish)
Account Planner: Phillip Lee (Razorfish)
Senior Presentation Layer Architect: Lars Gelfan (Razorfish)
Senior Presentation Layer Developer: Dan Gintis (Razorfish)
Client Partner/Client Engagement: Deborah Korono (Razorfish)
Senior Account Manager: Arminda Klier (Razorfish)
Functional Analyst: Lauren Herman (Razorfish)
Art Director: Richard Velloso Silva (Razorfish)
Consumer Insights Group Consultant: Elliott Wiener (Razorfish)
Media placement: Mobile App - ITunes Store - 28 April 2011
Media placement: Mobile App - Android Market - 28 April 2011

Insights, Strategy & the Idea
In early 2010, the challenge was clear: Lynx had to find a new mobile strategy for a generation that lives on their smartphones.

The transparency of the social web and the explosion of smartphones among 18-24s had fundamentally changed how guys and girls get together. Lynx’s brand territory of ‘the mating game’ became upended, as it evolved from a “guy chases girl” mentality into a more group-oriented, fun, and spontaneous dynamic.

We were tasked with creating a mobile platform that recognised and rewarded this new dynamic.

Inspiration came in the shape of a simple insight - that “our most unforgettable nights are the hardest to remember.”

The result was the Lynx Stream, an integrated mobile and social platform that brings guys and girls together to celebrate their good times in the mating game.

Creative Execution
By capturing and collecting all of the pics, tweets, status updates, videos and check-ins a group of friends makes, the Lynx Stream creates the ultimate record of a great night out.

Inspired by the ritual of “morning after” discussions, the Lynx Stream goes beyond the brand’s traditional content and entertainment approach. Rather it is a unique mobile utility, which records and aggregates a group’s shared experience, and gives them both a video clip and “Online Stream” they can share across their social networks.

The Lynx Stream was designed as a platform that would work across both mobile and online. Our target audience create Streams using their phones and then jump online the next day to access their Streams and share them.

Results and Effectiveness
The Lynx Stream was released for free download on both the Android and iPhone platforms in mid-April 2011. The latest results will be available in the case study video.