Entertaining thousands of Facebook fans is never easy – especially when that fan base has a spectacularly short attention span. To keep our army of teenage boys engaged every day, we approached Facebook with a timely, reactive, always-on strategy that kept Lynx firmly at the forefront of our fans’ minds. We reacted to real-world events – sports stories, iPhone launches and even royal pregnancies. We went the same way with campaigns, increasing engagement and longevity by applying three simple rules to every piece of Facebook content we pushed out – keep it funny, keep it timely, and keep it Lynx.